Every Second Counts in the Winter Appeal from MSF's Latest Campaign

Humanitarian medical aid charity, Médecins Sans Frontières (MSF), launches its new Winter appeal with the TV ad ‘Seconds Save Lives’. MSF is an international humanitarian organisation providing medical care where it is needed most – to people affected by conflict, epidemics, disasters or exclusion from healthcare. Created by krow Group, and ending with the strapline, “Every Second Counts. You can buy us vital time”, the 60-second spot focuses on trauma care in conflict zones, where every second that passes can be the difference between life or death and providing critical care at the very moment it’s needed is crucial. 

MSF UK director of communications Judith Escribano said, “From Gaza to Sudan, Yemen to the Democratic Republic of Congo, our expert teams treat a patient for the impact of physical violence every six minutes. In a world of escalating conflict, this campaign is needed now more than ever.”

This ad uses reportage-style films capturing a first-hand account from MSF spokesperson, Dr Javid Abdelmoneim, a doctor who has worked across multiple conflicts, alongside real-life footage from conflict zones.  Using a shutter-style effect and composed music to build on the idea of urgency, the film emphasises that every second that passes is truly critical, urging people to support MSF and the important work they do.

Gemma Galvin, creative director at krow Group said, “Working with MSF and hearing first-hand experiences from the field was truly inspiring, and at times heartbreaking – especially with how prevalent conflict zones are in our world today. We hope this new campaign will drive home the importance of how every donation can buy precious time and ultimately save lives.”

The campaign is designed to propel existing and new donors to urgently help save lives of people affected by trauma in conflict environments by bringing them as close to the work of MSF as possible. It will run across TV, press and radio from today (7th November), and on podcasts and Channel 4 VOD from 1st December. Media was planned by MI Media. Press ads created by Steers McGillan Eves and radio ads by Maple Street.

Craig Gallacher, business director at MI Media said, “After the success of last year’s Winter Appeal (from krow and MI) that saw a 15% increase in donations from TV alone, we’re proud to again be supporting Médecins Sans Frontières in providing life-saving medical attention to those most in need this Christmas.”