Challenge
Doctors Without Borders is an independent humanitarian organization that delivers emergency medical aid to people in need worldwide. DWB_USA, in collaboration with the Columbia University Strategic Communications Masters program, sought a messaging plan that would appeal to a younger segment of potential donors.

Insight
Qualitative, quantitative, and desk research supported targeting an audience of international travelers, who are inclined to care about people in need in faraway places and give to international humanitarian non-profits if they can be assured that their contributions will be put to good use.

Solution
We created a campaign built around the heroes of DWB: the doctors. Research revealed that donors are interested in the compelling stories of the doctors, and that an American audience responds to an upbeat message. Our final delivery clarified a younger target audience, delivered engaging new creative, and created a channel architecture plan with a way to capture metrics.