The campaign we hoped to never run.


Client: Doctors Without Borders UK (Médecins Sans Frontières)

This was a campaign we hoped we’d never need.

Médecins Sans Frontières / Doctors Without Borders (MSF) provide global humanitarian aid regardless of where it’s needed. In the early hours of Monday, February 6th, two major earthquakes struck Syria and Turkey causing devastating effects. MSF rapidly launched an emergency response, providing urgent medical care and relief including 27 tons of medical supplies and over 5,600 medical consultants. All possible thanks to fundraising efforts. To ensure MSF can continue their critical medical assistance, we ran an emergency fundraising appeal, capturing public interest at its peak by launching within 24 hours of the earthquake striking. We harnessed real stories from doctors on the frontline filmed on nothing more than a mobile phone. £2million was raised within 23 days and we surpassed digital advertising donation targets by 90% while outperforming previous ROI benchmarks.