Creative Showcase

seconds / Doctors without borders

Submitted By charlotte kristoffersen

Description

Precis of Strategy
Doctors Without Boarders (MSF) have two mandates; to save lives by giving medical aid and to eye witnesses and speak out for
people in need. This campaign is an example of the latter. We were asked not to raise awareness of child mortality as a problem
and focus on MSF as a solution.

Objective

Strategy (Please state the main objective of the entry as concisely as possible):
The insight told us that "African children in need" is an over-communicated topic, more often than not from campaigns asking for
money. We wanted to separate our campaign from the said ones by not asking for money, but rather for the one thing we need to
fulfill our mission of speaking out on behalf of those in need: Time. Not everyone feels that they have money to spare, but everyone
has at least a couple of seconds to listen.
The tag-line of the campaign reads: "Less people die when more people now". By getting the chance to share what MSF see in their
field work to as many as possible for as long as possible (but never longer than the "contributor" chose for himself) we could get the
first, neccessary knowledge and engagement in place that could lead to other kinds of actions later on. From banners, the audience
could choose the duration of their donation, and - at the microsite - be exposed to information; film, drawings, audio photography,
facts and figures for that exact length/number of seconds. We also used posters on public transportation, from which travellers
could call for free from their cell phones and listen to field workers telling stories. Different time intervals had differende phone
numbers.

Credits

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