TBWA\RAAD and the International Committee of the Red Cross won the Middle East and North Africa region’s only D&AD Yellow Pencil this year for the “Not a Target” campaign, one of 38 Yellow Pencils awarded globally.
The campaign transformed the Geneva Conventions into public warnings painted directly onto damaged hospitals and ambulances in conflict zones, aiming to make international humanitarian law more visible and harder to ignore.
Campaign expanded warnings onto conflict zone rooftops
The initiative later expanded with large-scale rooftop messages reading “This is not a target,” designed to be visible from the sky to drones and aircraft.
The campaign reinforced the message that civilians, healthcare workers and medical facilities should not be targeted during war.
The recognition marks a major milestone for the MENA creative industry, according to the organizers.
