ABOUT PROJECT

After an unprecedented year of fundraising in 2020, Doctors Without Borders USA/Médecins Sans Frontières needed a creative concept to reawaken potential donors suffering from COVID fatigue in 2021. The concept of Minutes Matter illustrated that, in a crisis, every moment counts. The emphasis on time created the sense of urgency we were seeking. High contrast design further underlined this with dynamic motion bringing to life real time donation opportunities. The message was clear - give now.

Activity ran for six weeks across YouTube, Digital Display, Facebook, Instagram and Twitter. Paid media was divided between direct response, new formats and tests to deliver impact and innovate. The appeal drove 50m impressions with 97k interactions and raised over $890,000 with a return on ad spend of three to one.