Sensitive Content Exposed

Creative idea

Social media algorithms blur distressing images to protect us. Most of us scroll past. But for the people in those images, there is no filter and no protection. This is the everyday reality Médecins Sans Frontières witnesses. Thousands of powerful field photographs sit in its image bank, censored by the very platforms meant to share them. So instead of letting these stories disappear behind a blur, we used that same blur to expose them: turning the filter that hides images online into the frame that revealed them offline in a public exhibition.

Brand name: Médecins Sans Frontières
Advertiser / client: Lékaři bez hranic - Médecins Sans Frontiéres in Czech Republic, o.p.s.
Product / service: NGO
Campaign name: Sensitive Content Exposed
Agency network: VML
Agency: VML Czechia, Prague
Agency chief executive officer: Iva Welker
Chief creative officer: Jake Barrow
Creative director: Karla Calheiros, Wanslez Quaresma, Robyn Bergmann, James Wills
Art director: Matteo Segat, Danila Shlenov, Petr Menhart, Arina Varenova
Copywriter: Helena Johnston, Andy McInerney
Client account director: Lan Anh Tran
Additional company: Senior Account Manager: Ondřej Duka