Médecins Sans Frontières Calls for Independence with Crowdfunding Campaign
Independence is priceless, but it has a cost. To help support its independence, Médecins Sans Frontières (MSF) has launched an online crowdfunding platform. Fronted by French actor, Ahmed Dramé, the platform is aimed at young donors and aims to raise 1million euros.
Since its creation in 1971, the non-governmental humanitarian organisation has based its actions on one key principle: independence. Thanks to financial independence, made possible by individual donors (96% of MSF resources are private), MSF can decide to intervene in the field, even when media attention is low. Independence makes it possible for MSF teams to act in conflict zones, which comprised 50% of operations in 2016. Independence that allows MSF to be considered as a reliable and non-judgemental health care organization, with no other consideration but attention to patients. Independence that ensures MSF can speak out whenever and wherever access to patients is threatened or denied.
That is why MSF France has launched a campaign to engage new donors with a crowdfunding platform – independance.msf.fr. Aimed at attracting a younger audience between the age of 18 to 35, the platform offers 20 unexpected rewards matching all level of donations. From exclusive apparel collaborations with hip French brands Maison Kitsuné or Paris Nord, to unique experiences including a dinner with an MSF doctor or a personalised autographed guitar from Muse, everyone can find a fitting reward to match their desired donation amount.
Mélanie Cagniart, Médecins Sans Frontières Director of Fundraising, says: “This is the first time we have created a campaign that is clearly aimed at engaging a younger audience and also the first time we go into a crowdfunding device. We believe young people can feel very close to MSF’s brand values and that independence should speak to them. Right now, they don’t know us. Unlike their parents who grew up with the French Doctors, they have no clue who we are and what we do. With this campaign we are engaging them in a way that fits with their culture and their life style - offering desirable rewards and experiences to show that giving and generosity doesn’t have to be painful to be valuable”.
MSF have partnered with French actor Ahmed Dramé, who serves as ambassador for the platform and stars in film at the heart of the campaign to promote it. The 90-second film is featured on the platform itself, while a 30-second version will air on television and online. The campaign is additionally supported by print, guerrilla posters and digital and social executions.
The platform and campaign were created by Wieden+Kennedy Amsterdam.
Creative Director, Thierry Albert, says: "It’s been an honour for us to help MSF. We’ve been in awe of their work and commitment for years now. Setting up a crowdfunding platform seemed the smartest way to target a younger audience and we are infinitely grateful to the brands and personalities who helped us come up with unexpected rewards. More than ever, the world needs MSF, help us guarantee their independence".
Aiming to raise 1Million euros in 60 days, people can make donations and claim their desired rewards from today until January 19, 2017. Reflecting MSF’s spirit, each reward partner is an independent brand, designer or personality, who has donated their time and created limited edition products or experiences specifically for the crowd-funding platform. In addition to apparel such as clothing and shoes, experience rewards like playing Operation with an MSF doctor or witnessing the action first hand on a real field mission in conjunction with VICE News, give everyone the opportunity to be part of MSF’s mission.
Creative Agency: W+K Amsterdam
Creative Director: Thierry Albert
Copywriter: Edouard Olhagaray
Art Director: Sebastien Partika
Planner: Alexandre Janneau
Executive Creative Director: Mark Bernath, Eric Quennoy
Head of TV / Production: Joe Togneri
Executive Producer: Tony Stearns
Managing Director: Blake Harrop
Senior Account Manager: Cecile Desmarest
Business Affairs: Emilie Douqué, Kacey Kelley
Interactive Producer: Annatruus Bakker, Morgan Mendel
Art Buyer: Maud Klarenbeek, Stacey Prudden
Project Manager: Janna Harrington
Planners: Jocelyn Reist
Director of Integrated Production: Kelsie van Deman
Account Management: Nick Pirtle
Digital Strategy: Greg White
Planning Director: Emma Wiseman
TV Producer: Khalid El Khouani
Account Director: Aitziber Izurrategui
Production Company: Division
Executive Producer: Jullien Floutard
DOP: Laurent Tangy
Producer: Jules de Chateleux
Edit Company: Home Digital Pictures
Editor: Cecile Dessertine
Post Production / VFX
Post Production Company: Mathematic
Colourist: Laurent Ripoll
Producer: Guillaume Marien
Flame: Fred Brandon
3D Artists (cont.): Clemence Cuvelier
Audio Post Production: Capitaine Plouf
Artist: DJ Mehdi
Mix: Sebastien Cannas