Doctors Without Borders

The Problem

in 2017 France’s boldest charity was seen as an ageing institution. It felt big, bureaucratic and a bit clunky. MSF’s unique philosophy was not connecting with the next generation of donors.

The Brief

Ensure the long term health of MSF by recruiting new young French donors with a potent brand idea that asserts the organisation’s difference and encourages action.

The Creative Solution

“L’Independance n’a pas de prix, mais elle a un coût”*

At the heart of MSF is a unique truth : it is funded by private donors, and only private donors. This makes it uniquely able to stand for what it believes in. Even if it means sacrificing certain things… This commitment to independence gives it a cultural agenda with which to connect with a generation of French youths who feel frustrated by institutions and disenchanted by the pace of change.

We built our campaign around a crowd sourcing platform msf.independance.fr and a series of partnerships with independent local artists. Each partnership, connected do a different donation tier, led to the creation of limited edition items which expressed the awesomeness of independence and the urgency of charity donation.

The items attached social and cultural currency to donation which made doing good feel good and ultimately helped the campaign spread.

+Independence is priceless but has a cost.