Operation Smile Reframes Surgical Scars as Symbols of Strength and Survival

​Operation Smile, a global nonprofit deeply committed to closing the gap in surgical and health care access, has launched 'Badges of Hope,’ a new global creative campaign that redefines how the world sees surgical scars.

Rather than viewing scars as marks to conceal, ‘Badges of Hope’ encourages people to see them as symbols of survival and access - visible proof that life-changing surgical care is within reach. Through cinematic storytelling, intimate photography, and a global digital activation, the campaign transforms perceptions – inviting the world to see scars as badges of hope: enduring symbols of strength and the human right to safe surgery.

A Global Health Gap Hidden in Plain Sight

Globally, over 5 billion people - more than two-thirds of the world’s population— do not have access to safe, affordable surgery. This gap is driven by three major barriers: distance to hospitals, limited health infrastructure, and a severe shortage of trained surgical professionals. To meet the 143 million surgeries needed in low- and middle-income countries annually, the world requires 2.2 million more surgeons.

“A surgical scar means you were able to access care. And 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 rethink 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. This campaign puts humanity - not just surgery - at the centre of the story.”

Creative Rollout: Telling the Stories Behind Every Scar

Developed in partnership with global creative agency 72andSunny, ‘Badges of Hope’ celebrates the surgical journey with honesty and emotion, spotlighting the strength of patients and providers alike. The campaign includes a hero anthem film spotlighting real patients whose post-surgery scars tell stories of courage and care, as well as a series of patient vignettes filmed across multiple countries, capturing the moment healing meets identity.

“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 where the power of surgery to change lives becomes something we want everyone to have access to. Operation Smile is the world’s leading advocate for safe surgery, and it’s a privilege for all of us at 72andSunny to help tell their story and advance their mission.”

Connecting Personal Stories to Systemic Change

While ‘Badges of Hope’ honours individual journeys, it fuels a broader mission: Operation 100, Operation Smile’s plan to bring essential surgical care closer to home by strengthening district hospitals and training local surgical teams.

Building on more than four decades of locally led, globally supported partnerships with medical leaders, health ministries, universities, and NGOs, Operation 100 will train 100 surgical teams across 100 hospitals, equipping them with the skills, tools, and systems needed to deliver safe surgery within a two-hour reach for nearly 500 million people.

“For too long, patients have traveled for days only to be turned away,” added Kathy. “Operation 100 is about changing that story, and 'Badges of Hope' is how we show the world what that change looks like. Every scar represents the promise of access fulfilled, and the hope we are working to extend to every patient, everywhere.”