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Médecins Sans Frontières Ireland We Can’t Be Doctors Without You

There is never been a better moment to reinforce an understanding and appreciation of the work, goals and vision of MSF. Of what MSF does but perhaps more importantly right now - of why they do it.

The Challenge

The origins of the project came about through a need to balance the MSF comms strategy from the main focus of emergency appeal and fundraising to include more brand storytelling and to make a greater long term connection a wider base.

The Approach

The campaign strategy and execution was aligned to three pillars:
Raise awareness: For the work MSF does; its wider purpose in providing medical care in bearing witness; and advocacy for social justice.
Fundraising: driving new donors to contribute, particularly targeting a purpose-driven younger demographic.
Recruitment: aimed at those that feel they need to be a medical professional to get involved in MSF’s work.
Campaign Platform: We Can’t Be Doctors Without You
Through our research we focused on what drove the current MSF team to become part of the organisation. Under the platform of We Can’t Be Doctors Without You, our aim was to embrace a spirit of solidarity through action and to leverage this current window into the sacrifice and resources needed to combat and manage a crisis.

We partnered with Grian Chatten, front man for Fontaines DC, he contributed the VO and appeared at the beginning of the piece as well as other elements of the campaign. We chose him not only becaise of his high profile but because he has a genuine passion for social justice and there was an authentic sharing of values between all parties. The film was shot and edited in collaboration with the team at Collective Films. Incredible team who really bought into the purpose behind this piece with passion and commitment.

The response to the pandemic has awoken a stronger sense of community, sense of collective responsibly, of being part of a team response, and the sense of fulfilment that is being generated by playing our role in responding to this crisis. For most of us we are experiencing this for the first time, certainly at scale. We wanted this campaign to harness that by encouraging people to continue to make a difference by getting involved with MSF.

We aligned the campaign to the emergency situation in Afganistan, including content featuring on the ground testimony from MSF Team Leader Sarah Leahy who was incredibly passionate and energetic about sharing her experience.
In a targeted campaign running in Autumn-Winter 2021, across social, VOD, press and Radio, results achieved exceeded expectations. Many KPIs were more than doubled across Awareness, Inspiring Activity and Conversion.