WE BUILD HOPE - OPERATION SMILE
For many, a scar is a symbol of something that went wrong, a mark or blemish people want to hide. When in reality, it's a sign of something that went right.
Proof you were able to get the care you need in a system that worked. But two-thirds of the world still lives without access to safe surgical care — a global crisis that’s often invisible, abstract, and hard to feel. Badges of Hope reframed that crisis through proof instead of pity. Rather than showing “before” moments or medical interventions, Operation Smile centered on what access makes possible. Each film features a real patient in their real life whose surgical scar becomes a visible symbol of care received – a Badge of Hope. Using their personal stories and the people close to them – from spouses to classmates and teachers – their scars tell stories of access and the hope it makes possible.
The work also supports Operation Smile’s long-term commitment to expanding care through Operation 100 – an initiative investing in surgical training and infrastructure across 100 communities. By elevating scars as badges of hope, the campaign turns evidence of care into a powerful, human-centered symbol of what access makes possible.
Role: Group Brand Director
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