Every year, 17 million people in low-income countries die from conditions that could be treated with surgery, lives lost simply because care is out of reach. Reconstructive surgery is not a luxury; it is a vital medical intervention that restores health, dignity, and opportunity. Yet, it is still often misunderstood as purely cosmetic. The "Closing the Gap" campaign, created pro bono by Ogilvy Health in partnership with Papaya Films, challenges existing misconceptions and showcases the transformative power of reconstructive surgery through the work of global surgery non-profit, ReSurge International. Therefore, the campaign objectives were to raise both awareness and funds.
At the heart of the campaign is a three-minute documentary filmed in Nepal, directed by Mateusz Miszczyński and lensed by Jakub Stoszek. This production required a resourceful approach to logistics and so it was done by a small crew, consisting only of the Director, Director of Photography, Producer, and Photographer.
Through raw, evocative storytelling, the film contrasts elective plastic surgery with the life-saving necessity of reconstructive surgery. It features ReSurge patients who have overcome burn injuries, acid attacks and congenital conditions. Notable among these are Muskan Khatun, an International Woman of Courage Award recipient, and Natalia Ponce de Leon, a world-renound acid attack survivor and human rights advocate.
Photography from Isabel Pinto adds further depth, showcasing ReSurge patients against the backdrop of traditional Nepali fabrics, expressing resilience and hope. The campaign's visual strategy also included provocative visual layouts juxtaposing bold textual overlays of limiting comments patients have overcome with imagery of them thriving post-surgery.
The "Closing the Gap" theme merges the precision of sutures and scalpels with the organic texture of threads and fabrics, symbolizing the collective effort required to close critical gaps—whether in healing a body, addressing the shortage of healthcare providers, or ensuring equitable access to care across gender and income divides. The "Closing the Gap" theme merges the precision of sutures and scalpels with the organic texture of threads and fabrics, symbolizing the collective effort required to close critical gaps—whether in healing a body, addressing the shortage of healthcare providers, or ensuring equitable access to care across gender and income divides. All elements of the campaign were centralized on a dedicated landing page, designed to drive donations and deepen audience engagement.
The initiative was first introduced at the ReSurge Transformations Gala in October, followed by an official launch on Giving Tuesday and throughout the end of the year. This strategic timing aligned with key global observances, including the UN Women’s 16 Days of Activism Against Gender-Based Violence.
Other tactics included:
• Out-of-Home (OOH) Advertising: Ads were strategically placed in high-traffic areas across the SF Bay Area with donated space from OUTFRONT Media, targeting international travelers over the holidays, daily commuters, and shoppers.
• Electronic Mobile Retargeting (EMR) and Connected TV (CTV) Ads: These tactics extended the OOH campaign’s reach and deepened engagement through a geofenced, targeted digital campaign.
• Digital and Social Media: Executed an organic and paid strategy including search, display, and social ads.
• Partnerships and Influencer Engagement: Collaborated with influential figures and media platforms, including Upworthy, Think Global Health, and influencers like Miss World America, Athena Crosby.
ReSurge International results after the campaign launch:
• 12.3 million cross channel impressions, a 825% increase from the previous year.
• Grew web traffic to 9,500 visits per week, a 304% increase.
• Experienced a 192% increase in new donors across both online platforms and events.
• Video views and impressions grew 955%, totaling 1.2 million.
• Successfully raised $479,000 in November and December, exceeding fundraising goals by 23%. Additionally, $600,000 was raised at the ReSurge Gala, cumulatively surpassing one million dollars.
• Email subscribers increased by 390%, and organic social media engagements grew by 85%.
