Sappi Ideas that Matter - Book 7

Europe
In the Name of Africa. Words That Help
Medici con l’Africa CUAMM
In Africa, in this age of universal healthcare, women still
die in childbirth, unable to get to a hospital because it is
too far or too expensive. For those who believe in public
heath care, development and human rights, this is an
untenable situation.
Doctors with Africa CUAMM is an organisation which
works to develop respect for the fundamental human
right to health, and to ensure that healthcare services
are available to everyone. Founded in 1950 with the aim
of training doctors to work in developing countries under
the name of CUAMM (University College for Aspiring
Missionary Doctors), it has over the years chosen to
focus its work on the African continent, hence the name
‘Doctors with Africa’.
In partnership with their client, they selected words
– such as Equity, Rights, Health, Service, Maternity,
Motivation and Infancy – which express this profound
connection and a story of service. In this way, they have
used the power of words to reverse the commonplace
perception of public service campaigns and the demand
‘give me facts not words’.
Using materials that are familiar to the medical
profession, such as gauze and medicine boxes, they
have developed a powerful campaign that will awaken
people to the plight of people in Africa, and give them
a sense of the essential co-operation that brings real
empathy and change.
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For Laura Morandini, Susi Grion, Daniele Varelli at CDM
Associates in Udine, Italy, the title ‘Doctors with Africa’
was significant. They wanted to emphasise the meaning
of ‘with Africa’ as opposed to ‘for Africa’, and the way
in which it expresses profound participation in the
problems experienced in Africa.