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ICRC, TBWA\Raad highlight writing on the wall of bombed hospital in Lebanon

After the last operational hospital in southern Lebanon became a direct casualty of targeted attacks, the ICRC partnered with TBWA\RAAD to transform the laws being violated into an urgent plea for accountability.

Lebanese muralist and calligrapher Ghaleb Hawila meticulously inscribed articles from the Geneva Convention onto the building’s shattered walls.Lebanese muralist and calligrapher Ghaleb Hawila meticulously inscribed articles from the Geneva Convention onto the building’s shattered walls.

The International Committee of the Red Cross (ICRC) has launched a bold campaign called Laws Under Attack, to draw global attention to the repeated targeting of hospitals and medical personnel in conflict zones.

Despite the Geneva Convention’s explicit protections established more than seven decades ago, when violence escalated in Lebanon in 2024, the last operational hospital in southern Lebanon became a direct casualty of targeted attacks.

In a powerful statement to the world, the ICRC partnered with TBWA\Raad to transform the laws being violated into an urgent plea for accountability.

 

Amid the rubble and scars of the Hospital, Lebanese muralist and calligrapher Ghaleb Hawila meticulously inscribed articles from the Geneva Convention onto the building’s shattered walls.

Each crack and burn stands as concrete evidence of international law violations — an arresting reminder that these laws must be honoured and not ignored.

“This campaign is crucial,” said Simone Casabianca–Aeschlimann, Head of the ICRC Delegation in Lebanon, “It reminds us of what is needed and what can actually be done by the parties to a conflict to spare the civilians.”

TBWA ICRC campaign

“It also ensures that medical and humanitarian teams are protected and can perform their duties in a dignified manner,” Casabianca–Aeschlimann added.

This unprecedented initiative does more than commemorate the resilience of frontline medical workers; it demands that governments and armed groups alike respect humanitarian law and protect critical medical facilities.

It remains a resounding call to the global community to remember that laws written in ink cannot be erased by the damage inflicted by conflicts.

TBWA ICRC campaign


CREDITS:

Client: International Committee of the Red Cross (ICRC)

Creative agency: TBWA\Raad

Muralist and calligrapher: Ghaleb Hawila

TBWA ICRC campaign

the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.