TBWA\Hunt\Lascaris in Johannesburg launched a serious campaign for Medecins Sans Frontieres/ Doctors Without Borders, called #ToughDecisions. The objective is to encourage more South Africans to be more aware of medical humanitarian work and how they can help save lives by supporting MSF with donations. The #ToughDecisions TV spot places viewers in the position of MSF medics on the frontlines, where life-and-death decisions have to be made in a split second. Two small children are wounded, following a suicide bombing. There's only one operating room, yet two seriously injured children. What do you do? The nurse asks the doctor for his decision, wondering if he will choose pepper steak pie or sausage roll for lunch. Huh? The ad then showcases a person's Twitter feed, debating what to have for lunch. "What's the toughest decision you had to make today?" asks the ad, seen here. MSF hopes to recruit 10,000 new regular donors through the campaign.