MSF
(DOCTORS WITHOUT BORDERS)
Role: Account Planner
Copywriter
Challenge
To increase awareness about the organization and drive support.
Research
Secondary research: News articles, MSF website and blogs
Primary research: Social media monitoring for posts by and mentions of MSF, and conversations around global crises
Key findings
Target audience is growingly aware of the problems in the world and tends to have opinions about them as well, but often does not reach the point of taking action.
While globalization and the internet has brought information about the happenings around the world to their screens, when it comes to helping out they look within the country first. At the same time, they do want to be seen as good global citizens who support social causes.
Strategy
Convince people who are now settled in life and want to give back to the society by supporting a cause that they should learn more about Doctors Without Borders (MSF) because MSF sacrifices safety and comfort to provide immediate and efficient medical aid to the neglected sections of the global community.
Read the Creative Brief here.
Creative
Mobile Advertising
An interactive billboard that you explore through your smartphone. Scan the tent icons on the map to get a peek into the actual MSF camps at those locations through a VR video.
An MSF doctor speaking about his work at the camp within the VR video.
Social Media Advertising
Facebook 360 degree videos for each MSF camp, showcasing the situation and environment it is operating in, including any damage faced by it. For example, in case of camps that were hit by earthquakes or bombs, the video will shake at a certain trigger point, or in case of one that faced a flood, the camera lens will seem to get splashed with water.
On-ground Activation
Pop-up MSF camps representing real ones from around the world would be set up around the city in popular public areas. The items on display (including furniture and equipment) would be physical replicas, and an app downloaded on smartphones would allow patrons to virtually see the patients and doctors at work through augmented reality.
Outdoor ad promoting the pop-up camps.
