Operation Smile, the global nonprofit dedicated to expanding access to safe surgical care, today launched Badges of Hope, a worldwide creative campaign reframing surgical scars as powerful symbols of survival and access.
Instead of treating scars as something to hide, Badges of Hope positions them as visible proof that lifesaving surgical care was reached — and that the right to safe surgery was honored. Through cinematic storytelling, intimate patient photography, and a global digital activation, the campaign challenges long-held perceptions and invites the world to see scars as what they truly are: badges of strength, resilience, and hope.
A Global Crisis Hidden in Plain Sight
More than 5 billion people, two-thirds of the world’s populatio, lack access to safe, affordable surgery. Distance to hospitals, under-resourced health systems, and a critical shortage of trained surgical professionals drive the gap. Low- and middle-income countries require 2.2 million additional surgeons to meet the need for 143 million procedures each year.
“A surgical scar means you were able to access care. In too many parts of the world, that is still a privilege, not a right,” said Kathy Magee, Co-Founder and CEO of Operation Smile. “Badges of Hope challenges us to reconsider 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.”
Creative Rollout: Stories Etched in Skin
Developed in partnership with 72andSunny, Badges of Hope centers on the courage of real patients and the caregivers who stand with them. The campaign includes:
- A hero anthem film featuring patients whose post-surgery scars reflect resilience and renewal.
- A series of global patient vignettes capturing the moment healing becomes identity.
Watch the emotional creative below:
“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 that underscores why equitable access to surgery must be universal.”
From Personal Stories to Systemic Change
Badges of Hope is both a celebration and a call to action. It directly supports Operation 100, Operation Smile’s initiative to bring essential surgical care closer to home by strengthening district hospitals and training surgical teams within their own communities.
Building on more than 40 years of locally led partnerships, Operation 100 will:
- Train 100 surgical teams
- Across 100 hospitals
- Expanding safe surgical access within a two-hour reach for nearly 500 million people
“For too long, patients have traveled for days only to be turned away,” Magee added. “Operation 100 is about changing that story. Badges of Hope shows what that change looks like. Every scar represents access fulfilled — and the hope we are committed to delivering to every patient, everywhere.”
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