Life-Saving Moment Campaign

That was the message that stopped people in their tracks. A message that was brought to life across a curated, integrated set of digital channels. A message that raised over £3.5million in digital donations.

It was the heart of Médecins Sans Frontières (MSF UK)’s winter campaign. The campaigns’ purpose was clear; it needed to raise funds for humanitarian work that saves lives in conflict zones, natural disasters, and epidemics around the world.

This year during MSF’s key fundraising period, we were entrusted with our highest-ever advertising budget… and our highest revenue target.

We needed fundraising growth but also had to contend with declining opportunity – UK charitable giving had dropped £1.4bn year-on-year amidst cost-of-living increases. Competition for the hearts and finances of the public was at an all time high.

Despite this, a new approach outperformed the fundraising target by 45% alongside one of our most profitable campaigns to date with ROI 65% above target.