"The trait of lacking interest or enthusiasm in things."
That's what Doctors of the World, one of the most renowned international humanitarian organization in the world, have been fighting against for almost 30 years now. The indifference to important causes such as equal access to healthcare to vulnerable populations worldwide.
But there’s so much that people are interested and following nowadays.
That's why we created an OOH campaign that pointed in a very direct way that the problem is not about what people chose to see and follow. But what they choose not to see.