The Challenge
The International Committee of the Red Cross exists to uphold the Geneva Conventions - laws signed by 196 nations to protect healthcare in war. Yet today, those protections are being repeatedly violated. In 2024 alone, over 1,600 attacks on healthcare facilities were reported globally. What was once shocking had become routine. At the same time, warfare had changed. Conflicts were now monitored remotely through drones and live feeds, placing decision-makers at a distance from the human cost. Leaders could witness destruction in real time, yet remain detached from its consequences. The problem wasn’t awareness - the world already knew. The challenge was indifference at the highest level. To create impact, the work needed to bypass traditional media and confront decision-makers directly within the systems through which they observe and conduct war - turning visibility into accountability.
The Solution
Laws Under Attack placed the law where it was being broken. The Geneva Conventions were inscribed onto bombed hospitals, while “This is not a target” was painted across active rooftops - positioned in the sightlines of drones and those directing them. By transforming conflict zones into direct media channels, the campaign targeted vantage points instead of audiences - delivering a one-to-one message at scale. The law didn’t sit alongside the conflict. It was embedded within it: forcing those in power to confront violations in real time.