The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

Learn more about The One Show 2026

About

See the Jury

Jury Presidents

View Categories

Get Tickets

2015 One Show - Social Media

Tough Decisions

Agency TBWAHuntLascaris - Johannesburg / Sandton

Client Médecins Sans Frontières
BACK TO RESULTS

You have exceeded your allotted number of views.

For full access to our extensive awards archive

Members Login Here

Annual ID

151096A

About the Work

South Africa has problems. With 150 000 registered NGOs all asking for help, even global NGO MSF struggles to be heard, and people don’t donate to NGOs freely. Primary objective - raise awareness of MSF's humanitarian work amongst middle class South Africans with disposable income and online access. Secondary objective - mobilise South Africans to donate money or time to MSF’s global causes (essentially speaking to new donors because MSF is not well-known here). INSIGHT: The 'tough' decisions made by online South Africans pale in comparison to the life-and-death decisions MSF fieldworkers face every day. IDEA: We used the #ToughDecisions hashtag to launch a social media campaign dramatising our insight and asking for help. Target audience relevance - we used their own Tweets to start a dialogue. Client relevance - MSF spend their lives making tough decisions in all areas of the organisation - #ToughDecisions brought their plight to life.