First in and last to leave. Fearless and uncompromisingly independent. Skilled, resilient, reactive and principled.
Client: Médecins Sans Frontières
Project: Doctors Without Borders
Services: Design, Strategy
Médecins Sans Frontières are a remarkable organisation. A French equivalent to the British Red Cross, today MSF is an international medical aid network of 39,000 doctors, nurses and clinical logisticians. And for those who know them they are the ultimate emergency response NGO.
In the UK awareness of the charity completely changed during their response to Ebola, and they now frequently receive one-off cash donation on a scale not previously seen. But the lifeblood of the charity is regular donation, and across the sector less and less people are regularly supporting charities. Where 33% of Baby Boomers prefer to give monthly, just 13% of Gen Y prefer the same.
Not to mention that younger audiences massively distrust large organisations, massively distrust tactical communication, and, in the wake of recent high-profile charity scandals, massively distrust charities. So when we were asked to use direct communication to engage younger donors, we knew the answer couldn’t lie in the organisation – but on an individual level.
Because that’s what really sets MSF apart. They’re not a vast corporate charity full of “aid-workers”, but a global collective of doctors, each one of whom has a story, a journey, hopes, fears, trepidations, ideals. And where our young audience distrust charity, they consistently cite ‘Doctor’ and ‘Nurse’ as the most trusted professions in the country. And for a generation highly attuned to the notion of being an individual on a journey, and for whom following your own path is the chief goal in life, telling the story of our doctors as people made complete, intuitive, resonant sense.