It's a fact that children don’t like to see the doctor. Our instruments, our medicines or our outfits have a knack for making them cry.
Unfortunately, many don't have this opportunity: 4 million children under the age of 5 die each year from diseases that could have been prevented.
A simple gesture can save their lives.
For over 35 years we have been protecting and caring for the most destitute people throughout the world. Children, who are the first victims of poverty, violence or disease, are among the most vulnerable. More than ever, we need the help and generosity of the public to finance our healthcare programmes dedicated to these children. That is why we have decided to devote an international campaign to the cause of children.
If there is one thing all children have in common, it is their apprehension when seeing the doctor. It's not so much the doctor who scares them as the fact of being examined with strange instruments. Looking in their ears with an otoscope, injecting a vaccine with a syringe and opening their mouths with a tongue depressor are some of the intrusive actions to which toddlers are sometimes extremely sensitive. Some cry while others have great apprehension but manage to overcome their fears. This reality is something that our doctors, paediatricians and nurses in the field face every day, and they do all they can to win the children's trust during the consultations. However, the fear reflex remains. Nonetheless, the importance of giving them the care that can save lives is never in doubt.
The protection of children is an essential cause. Defended by many NGOs, it is most often represented by the simple fact of their suffering. With #makeachildcry, we are seeking to convey a different message, one which highlights the positive action against this suffering.
This campaign appeals to the generosity of the general public. With your donation you’re allowing a child to see a doctor, at the risk of making him cry. Our goal is to provide access to care to all children without discrimination, wherever they come from and wherever they are.
When it comes to filming children, the process is highly regulated. The presence of the child on the set should not exceed 2 hours and they must be accompanied by their parents. Their compensation was paid into an escrow account released when they reach maturity.
For this campaign, we worked with photographer and director Achim Lippoth, recognised for his expertise in child photography.
The campaign actors are mostly volunteer Doctors of the World doctors or nurses. They knew precisely what actions to perform in order to simulate the act of giving care. The needle for the fake vaccine was obviously filed down to avoid injury.
We deliberately chose children aged between 2 and 3 years. At that age, crying is still a very common everyday occurrence and the children are able to verbalise their emotions.
Two techniques were used to trigger the crying:
Afterwards the child was very quickly reassured and the parents and the caregivers explained the situation to them.
We thank all stakeholders who participated in this campaign. Starting with the director Achim Lippoth, who agreed to put his experience at the service of this project. Thanks to Magali Films production, which enabled us to create this with a limited budget. Thanks to the whole DDB Paris team for this beautiful idea and for their professionalism. To our volunteer doctors who generously agreed to appear in the campaign. And finally, thanks to the children and their parents without whom this would not have been possible.
Copyright Médecins du Monde 2015, all rights reserved.
Creation : DDB Paris.
Web creation : Neuvième Page
Video Production : Magali Films & Bundle Productions.