• by Fern Siegel , 4 hours ago

The global campaign "Badges of Hope" illustrates the work done by the nonprofit Operation Smile. 

The creative shows post-surgery scars as a story of courage and care. 72andSunny produced seven spots, a longer 75-second anchor spot and six 30-second spots that profile an Operation Smile patient around the globe.

“Two-thirds of the world does not have access to safe surgery. It's a statistic so overwhelming it demands a pause,” said Matt Jarvis, chairman, 72andSunny. “Reframing scars as something that went right offers a new perspective, one where the power of surgery to change lives becomes something we want everyone to have access to.”

Building on more than four decades of locally led, globally supported medical partnerships, Operation 100 will train 100 surgical teams across 100 hospitals, equipping them with the skills, tools and systems needed to deliver safe surgery within a two-hour reach for nearly 500 million people. 

Kathy Magee, CEO of Operation Smile, added: “Badges of Hope challenges us to rethink what a scar really means. Every scar tells a story — not just of surgery, but of survival, access and the dignity that comes with being cared for.”