Reinvigorating your message

Médecins Sans Frontières (MSF)

Press Insert

"While it makes sense to stick with a winning formula, today’s financial climate means fundraisers cannot afford to rest on their laurels.

For many years MSF has recruited new Direct Debit supporters through a rolling insert campaign in the broadsheet press. The format and the medium works for MSF, but the challenge was to find a fresh creative approach that would inspire new supporters.

Using striking full-bleed imagery and the unmediated testimony of individual MSF medical volunteers, the insert conveys the sense of action that is MSF’s trademark.

This insert — of which over two and a half million copies featured in the national press during November-December 2009 — successfully revitalises and reinvigorates how MSF presents its work. In the process it achieves something to which all charities aspire — a fresh, inspirational and contemporary means of discussing their work with the public."

George Milne
Joint Managing Director