French Red Cross


Agency: Ogilvy Paris


Red Cross France & Ogilvy Paris Launch the NOT GENERATED BY AI Pro bono Campaign.

When humanitarian Association, Red Cross, is on the frontline, daily, and, far too often, witnessing disturbing and shocking events of human suffering BUT whose very photographs of these events are being over-shadowed by seemingly as shocking and disturbing fake images generated by Artificial Intelligence, it was time to break through the proliferation of propaganda that’s senselessly monopolizing the public’s attention.

In recent weeks, we’ve been caught up in the storm of AI generated fake imagery that’s taken to the internet and gone viral in disbelief as it passes the feeds of millions, cementing doubt and discontent. The Red Cross of France decided to act to remind us that while our attention is caught up in fake news, there are real images of emergency situations capturing what the volunteers of the Red Cross endure every day. It’s on these real images, where our attention is better used.

The pro-bono campaign conceived by Ogilvy Paris, NOT GENERATED BY AI, calls attention to these real images of the Red Cross taken from the field that could just as easily been mistaken for a fake, generated by AI. To make the prompts realistic as much as possible, Ogilvy Paris leveraged the latest Midjourney feature, Describe, that can write prompts of real images.

Sadly, however, these disturbing visuals by the Red Cross are real. Depicting true humanitarian, emergency events.

The pro-bono campaign will be launched in two waves starting April 22 on social networks, in magazines, and out-of-home, thanks to the support of JCDecaux, d’Exterion Media, Essence Mediacom and magazine titles such as Society or l’Épatant.

This professional campaign titled 'NOT GENERATED BY AI' was published in France in April, 2023. It was created for the brand: French Red Cross, by ad agency: Ogilvy Paris. This Integrated medium campaign is related to the Public Interest, NGO industry and contains 5 media assets. It was submitted 5 months ago.


President & Chief Creative Officer: Matthieu Elkaim
President: Mathieu Plassard
Creative Director: David Raichman
Art Director: Frédéric Siebert
Motion Designer: Benjamin Cottray
Business partner: Thibault Loué
Art Buyer: Angélique Bosio
Postproduction assistant: Noëllie Galtier
Head of print & digital production: Valérie Saulnier

Director of communication and public affairs: Laurent Amiand
Head of external communication and press relations: Maud Saheb
External communication officer: Coline Abeillon
Strategy and influence communication officer: Marine Aupiais


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.