Drowning in apathy

Since 2014, more than 28,000 asylum seekers have lost their lives attempting to cross the Mediterranean Sea. 

Created by Ogilvy Italy and directed by Igor Borghi, through The Family, this campaign for the Emergency organisation skewers the lame excuses that are made by those wishing to ignore the plight of those making these perilous sea journeys.

Due to the lack of safe and legal access, the commitment of the civil navy to not just stand by and watch is crucial. This is the message behind the PSA Man At Sea, which depicts a lifeguard on an idyllic beach prevented from saving a drowning man by beach goers who proffer a host of callous reasons why he shouldn't, such as: “Who knows where that guy comes from?”, “Where would he stay?”, “As long as they know they’ll get rescued, they’ll swim here.” 

It's an emotive metaphor for the very indifference that surrounds these tragedies every day. In addition to the NGO’s work in war zones, Emergency's ship Life Support rescues migrants crossing the Med – one of the most dangerous migrating routes.

In a year of operations and 14 missions, the Life Support craft has rescued 1.219 men, women and children.