Médecins Sans Frontieres Appoints krow Group to Handle Its Regular Giving and Crisis Appeal

Médecins Sans Frontieres has appointed krow, part of The MISSION Group, to oversee the strategy, creative ideation and activation of its Regular Giving and Crisis Appeal campaigns. krow’s remit will include strategic and creative leadership for DRTV, and radio campaigns related to these fundraising activities that MSF undertake.

krow won the business in a pitch run directly by MSF.

MSF is an international, independent medical humanitarian organisation who provide medical assistance to populations in distress affected by conflict, epidemics, natural or man-made disasters, or exclusion from healthcare. 

krow’s first campaign is to support MSF’s Afghan Crisis Appeal to raise funds from donors within the UK so that MSF can provide the vital medical care that the Afghan people need. The campaign will run nationally across TV, radio and social. 

The campaign features Sarah Leahy, MSF Project Coordinator, Afghanistan, who tells the viewer that, “The Afghan’s healthcare system is at breaking point – with a severe shortage of essential medicines, equipment and staff.” Footage is projected in the studio, covering the walls showing the scale of the healthcare challenges MSF face and the vitally important work that is carried out by Sarah’s Afghan colleagues. The viewer continues to see snippets of images from the MSF mission, whilst Sarah continues “Right now we are treating people wounded by war, malnourished children, and vulnerable pregnant women. Every day, we give over 100 women a safe place to give birth and perform emergency procedures that help save them and their babies”. The appeal ends with Sarah asking viewers to make a vital donation to help the Afghan people. 

James Kliffen, head of fundraising at MSF, said: “krow Group demonstrated a deep understanding of our charity. Their strategic vision, charity sector knowledge, passion for MSF and willingness to help made them our perfect partner of choice."

John Quarrey, CEO of krow Group, commented: “We’re thrilled about being appointed by MSF, passionate about the charity and excited about working with the team to devise fresh, disruptive ways of speaking to their existing supporters and help them to engage new ones in MSFs important cause”.