I HAVE MSF by Rod Kommunikation for Medecins Sans Frontieres (MSF)

I HAVE MSF

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Industry Hospitals, Healthcare facilities & Medical Services, Public awareness
Media Promo & PR
Market Switzerland
Agency Rod Kommunikation
Art Director Maurus Zehnder
Copywriter Sascha Borsai
Photographer Florian Bachmann
Strategic Planner Megan Gutman
Released February 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: MEDECINS SANS FRONTIERES
Product/Service: MEDICAL AID ORGANISATION
Agency: ROD KOMMUNIKATION
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: ROD KOMMUNIKATION, Zürich, SWITZERLAND
Entry URL: http://www.i-have-msf.ch/
Partner: David Schärer (Rod Kommunikation)
Partner: Regula Fecker (Rod Kommunikation)
Partner: Oliver Fennel (Rod Kommunikation)
Art Director: Maurus Zehnder (Rod Kommunikation)
Copywriter: Sascha Borsai (Rod Kommunikation)
Account Manager: Fernando Gort (Rod Kommunikation)
Strategic Planner: Megan Gutman (Rod Kommunikation)
Head of Communications in Switzerland: Roland Thomann (MSF)
Campaign Manager: Julien Rey (MSF)
Strategist: Nina Priviera (MSF)
Programming: Lukas Rüegg (Reügg Tuck Partner)
Programming: Simon Tuck (Reügg Tuck Partner)
Photographer: Florian Bachmann (Freelance)
Programming: Marc Rinderknecht (Kobebeef)
Media placement: Events - Shantaram Reading - Traditional And Nontraditional Press Channels - 29/3/2009
Media placement: Sponsorship/Event - Comic Festival - Traditional And Nontraditional Press Channels - 28/3/2009
Media placement: Sponsorship/Event - Zurich Film Festival - Traditional And Nontraditional Press Channels - 30/9/2009
Media placement: Event - Hiking Day - Traditional And Nontraditional Press Channels - 13/9/2009
Media placement: Event - Dance Benefit - Traditional And Nontraditional Press Channels - 23/10/2009
Media placement: Event - Club Night - Traditional And Nontraditional Press Channels - 25/11/2009
Media placement: Event - Mediafest - Traditional And Nontraditional Press Channels - 6/3/2009
Media placement: Various: Celebrity Engagements - Traditional And Nontraditional Press Channels - 1/3/2009
Media placement: Website - Http://www.i-Have-Msf.ch - 1/3/2009
Media placement: Facebook Fan Page - Facebook - 1/3/2009

Describe the objective of the promotion.
Médecins Sans Frontières/Doctors without Borders (MSF) is a well-renowned, nobel-prize winning, medical aid organisation. In 2009, MSF identified a sharp reduction in relevance with a young target audience (18-35). These people do not have the economic means to make monetary donations, but they have the ability and latent motivation to contribute in other ways. Our campaign, «I have MSF», is designed to promote the organisation’s humanitarian efforts. Our objective was to inspire young people to engage with the MSF movement and spread the MSF message through events and actions.

Describe how the promotion developed from concept to implementation
MSF is devoted to providing medical aid in crisis situations. With virtually no marketing budget, we needed an idea that could live on its own – that could be spread virally. Therefore, we positioned MSF as a virus that could also be spread like a virus: "I have MSF", because engagement is contagious. The campaign is a collection of activities that take the form of events and actions. They are housed on the i-have-msf.ch website and fed back into the community through direct methods (Facebook, emails, newsletters). Each event was covered in traditional and non-traditional media.

Describe the success of the promotion with both client and consumer including some quantifiable results
In 2009, MSF generated over 18 million contacts through the "I have MSF" campaign. There were a plethora of activities recorded on the campaign hub, i-have-msf.ch. the campaign generated over 1.5 million Swiss francs of unpaid PR media coverage. As a result, MSF saw a 7% increase in total awareness.

Explain why the method of promotion was most relevant to the product or service
As a medical organisation, MSF could be uniquely positioned as a virus and distributed like a virus. To engage a younger audience, we had to do it in a relevant, cultural way. It was imperative to communicate that one does not have to be a doctor or have to travel across borders to be involved with MSF. Therefore, we took action – because actions speak louder than words. In our campaign, young people can show their support for MSF in whatever way fits their interest. The campaign is about raising awareness for a humanitarian cause with a democratic, community-oriented approach.