Médecins Sans Frontières Doctors Without Borders

integrated communications and fundraising campaign positions médecins sans frontiéres-doctors without borderS as key humanitarian agency in india

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The team is pretty amazing... they got to know us, appreciated our social mission, our culture. Great thinking, excellent delivery.

Martin Sloot

Country Manager
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Doctors Without Borders/Médecins Sans Frontières (MSF)

About the organization
Doctors Without Borders/ Médecins Sans Frontières (MSF) is an independent international medical humanitarian organization.

It delivers emergency aid to people affected by armed conflict, epidemics, healthcare exclusion and natural disasters in more than 65 countries. Ethica's team was engaged to assist in the launch of an international aid agency in India focused on HIV/AIDS.

The Challenge Although MSF had been actively providing medical aid in India since 1999, the organization had not engaged the Indian public to build awareness, raise funds and lead conversations around medical humanitarian aid. We were invited to work with MSF India to successfully build their reputation and presence in the country.

How we helped As part of a strategic planning engagement for MSF India, we delivered a workshop for the organization’s management team to solidify their 2012 strategy and planning. Following the workshop, we were commissioned to conceptualize, design and deliver the brand identity for MSF India’s new campaign tagged “Who Cares?”

We created a web strategy, designed and developed the “Who Cares?” microsite; provided integrated promotional planning (offline and online) for the campaign launch; and provided ongoing counsel and strategy over a two-year period.

MSF India’s first public fundraising campaign was designed to get people thinking about the importance of medical humanitarian aid in the country. Arresting visuals were used to capture the mind’s eye, leading to emotive and active response to suffering.

Measures of success The campaign has also won the ‘Fundraising Campaign of the Year—2013’ award by SAFRG. The Who Cares? campaign launch was covered by most national newspapers and television channels. It leveraged significant media relations potential before, during and after, and provided robust content which is continually used and repurposed.

services provided: strategic planning, brand platform, graphic design, messaging/voice, website, social media, engagement strategy

Ethica's David Kuefler led this project while he was Principal and Creative Director of junxion.com, a social purpose communications firm that he founded.