Is this the most impactful media decision ever made for a cause campaign? TBWA|RAAD and The International Committee of the Red Cross (ICRC) have inscribed articles from the Geneva Convention on a hospital’s shattered walls – the walls of the last operational hospital in southern Lebanon that became a direct casualty of targeted attacks when violence escalated in Lebanon in 2024. The campaign, Laws Under Attack, draws global attention to the repeated targeting of hospitals and medical personnel in conflict areas despite the Geneva Convention’s explicit protections established over seven decades ago.

The powerful statement to the world, inscribed by Lebanese muralist and calligrapher, Ghaleb Hawila, transforms the very laws being violated into an urgent plea for accountability.

Each crack and burn and all the surrounding rubble stand as concrete evidence of international law violations – an arresting reminder that these laws must be honored and not ignored.

The initiative, that demands governments and armed groups alike respect humanitarian law and protect critical medical facilities, also underlines the resilience of frontline medical workers and is a resounding call to the global community to remember that laws written in ink cannot be erased by bombs.

“This campaign is crucial,” stated Simone Casabianca – Aeschlimann, head of the ICRC delegation in Lebanon, “because it reminds us of what is needed and what can actually be done by the parties to a conflict to spare the civilians. It also ensures that medical and humanitarian teams are protected and can perform their duties in a dignified manner.”