MSF: Independence

Non-governmental humanitarian organisation Médecins Sans Frontières (MSF) enlisted the help of Wieden+Kennedy Amsterdam to create an empowering spot, aimed at attracting younger audiences to its cause.

The 90-second spot helmed by Helmi is cleverly-edited to show the range of roles played by the organisation and promote the fact that it operates completely independently, thanks to the financial support from its donors.

MSF has unveiled its online crowdfunding platform, which aims to get 18-35 year olds donating with a view to raise €1 million before Jan 19 2017 so that the organisation can keep running and completing the work that it does. 

"We believe young people can feel very close to MSF’s brand values and that independence should speak to them. Right now, they don’t know us," says MSF's director of fundraising, Mélanie Cagniart. "Unlike their parents who grew up with the French Doctors, they have no clue who we are and what we do. With this campaign we are engaging them in a way that fits with their culture and their life style - offering desirable rewards and experiences to show that giving and generosity doesn’t have to be painful to be valuable”.