Spanish creative agency Sra. Rushmore and the International Committee of the Red Cross have come together with ‘Decisions’.
In the ad a young boy gets ready for school – helping his sister with her shoes, collecting his lunch from his mother, kissing his grandma goodbye – then walks out the door to be hit by a missile.
Then as the boy redoes his morning again with a few changes, a voice-over asks if the boy had done something different, such as packing his bag the night before, ‘the end of this story would’ve been the same'. Text on the screen reads: “This was not an accident. It was a decision. Breaking the rules of war is always the wrong decision.”
It is a powerful reminder of the Geneva Conventions and the fact that war is not a choice for many around the world.