Artsen Zonder Grenzen: Bracelets

Credits:

Synopsis: Raise empathy by spreading the measuring bracelet that is used by doctors to define a kid’s chances of surviving.

Context: Build awareness of the malnutrition problem as it is still an issue today. Fundraising for the cause.

Philosophy/Solution: Create a hype around the MUAC* bracelets. These bracelets are used by the doctors on the field, in order to measure the degree of malnutrition. It is a very easy and rapid predictor of the risk of death. It’s a system that is so simple, it’s almost shocking. One million MUAC* bracelets were spread at strategic spots around Belgium. They were attached to objects as wide as a malnourished child’s upper arm: the leg of a chair, fencing, bicycle stands, children’s prams etc...

Results: Thanks to the campaign, MSF has received more than 1 million € in donation. 325.000 euros are attributed to the above communication and 647.428 euros thanks to a mailing.

Agency Duval Guillaume (Bruxelles)

Advertiser: Médecins sans Frontières
Brand Name: Artsen Zonder Grenzen / Médecins Sans Frontières
Product Name: Human Aid
Business Sector: Institutional/Public Interest/Non-Profit Org.
Date of First Publication: 6/6/2006
Country of Production: Belgium
Creative Director: Peter Ampe, Katrien Bottez, Xavier Bouillon
Art Director: Xavier Bouillon, Alexander Cha'ban, Katrien Bottez
Copywriter: Peter Ampe, Tiny Nys
Account Director: Inez De Pooter