BRAND AWARENESS
FUNDRAISING
TELEVISION PSAs
OUT-OF-HOME
DIGITAL MARKETING
Médecins Sans Frontières (MSF), also known as Doctors Without Borders, delivers critical medical care to some of the most dangerous parts of the globe. MSF’s emergency response addresses war torn conflict regions, countries suffering from outbreaks of deadly epidemics and crippling malnutrition, and areas devastated by natural disasters.
MSF’s work is incredible, but compared to other global humanitarian organizations like UNICEF and Save The Children, MSF had relatively small brand awareness in the U.S. I developed the Right Now campaign for MSF as an omni-channel effort to build donation intent and provide a brand lift for the organization.
The campaign centered on immediacy, and that anyone who was exposed to one of its impressions would be made aware that at that moment, MSF aid workers were somewhere around the world saving a life. Online video, television PSAs, online display ads with real-time clocks, bus shelters, full-page NY Times print ads, and movie theater on-screen advertising were all elements of Right Now that lifted MSF’s brand awareness and catalyzed growth.