Getting your timing right

Medical Aid for Palestinians

Nakba Commemoration Appeal

"May 2009 saw the 60th anniversary of the creation of the state of Israel an event known to Palestinians as 'Nakba' (the Catastrophe). This campaign capitalised on what we expected would be extensive media coverage of the anniversary, to galvanise existing supporters, and recruit new ones while greatly increasing public awareness of MAP's work.

The campaign consisted of a donor pack, inserts and press ads. A medical ID wristband was produced, which recipients were encouraged to wear on May 15th, the anniversary of 'Nakba'.

Its imagery and copy made a simple, yet utterly compelling point: the medical needs of Palestinian refugees today are just as pressing as they were in 1948.

The long term planning paid off when the anticipated media coverage duly arrived - positioning MAP at the forefront of protecting the health of Palestinians. The campaign paid off financially too, with an ROI of more than double its target."

George Milne
Joint Managing Director