No risk is worth your life

In recent years, Iraq’s pharmaceutical market has seen a growing influx of unlicensed medications—sold daily in pharmacies with no clear oversight. These drugs often arrive through unknown channels, lacking approval from the Ministry of Health, and posing serious risks to public safety.

To combat this, the Ministry introduced a new measure: a special label placed on every approved medicine sold in pharmacies. This label is your guarantee—proof that the medicine is licensed, safe, and priced fairly by the government.

Our campaign aimed to raise awareness about the danger of buying unlabeled medicine. The core idea was simple but powerful:
If the medicine doesn’t carry the label, you’re putting your life at risk.
Through this lens, we created a campaign that visualizes this choice as a gamble with your own life—because when it comes to your health, there’s no room for compromise.