Médecins Sans Frontières workers are greatly admired and given an enormous amount of prestige. There’s a little “I’d like to be them” in many of us. Communications agency, kwow Group, has latched onto that wish, turning donating from a passive act to an active one in its campaign, Part of the Team. The campaign film invites donors to see themselves as active participants in Médecins Sans Frontières’ emergency work – rather than bystanders.
The film transports a donor into the action of an MSF operating theatre – into the sounds, the fear, the courage, the urgency. Working shoulder to shoulder with the medical staff, feeling the impact of donation. It’s a new creative direction for MSF, bridging the emotional gap between donors and the lives they help save.
Michaela Campion-Smith, acquisition and emergency fundraising lead at MSF, stated, “We know people want to help during times of crisis but often feel disconnected from the impact they can have. This film bridges that gap, showing that when someone donates, they’re not just giving money, they’re stepping into the story, becoming part of the team that saves lives.”
Donna Williams and Susan Mansfield, senior creatives at krow Group, added, “With Part of the Team, we wanted people to feel that their support isn’t distant, it’s immediate and life-saving. By placing donors inside an MSF operating theatre, we turned passive giving into active belonging.”
The film is running across TV, VOD and social as part of MSF’s wider winter campaign, in rotation with the traditional appeal film, The Life Saving Moment, with media planning and buying by MI Media.
