The life-saving moment, MSF focus on emergency aid for their Winter Appeal

krow Group launch it's latest  TV advertisement with international humanitarian organisation, Médecins Sans Frontières’ (MSF) supporting their larger Winter Campaign, a key fundraising period. Launching with the TV ad ‘The Life Saving Moment’, the campaign aims to drive urgent donations in the fight to save lives around the world, in areas overwhelmed by conflict, natural disasters and epidemics.

The film features Dr Jennifer Hulse, an emergency doctor who has worked in MSF projects around the world, emphasising the need to be able to respond rapidly to emergencies globally is critical to saving lives. The film demonstrates MSF’s ability to provide emergency medical support with speed, including maternity care, containing outbreaks, and performing vital surgeries, is only achievable if they have the help from public donations.

Medical Response On Picture

"MSF responds to emergencies where delays can cost lives, and this campaign helps highlight that urgency in a powerful and human way. Partnering with krow Group has enabled us to tell these stories with impact and integrity - reminding people that their support truly can make the difference between life and death. We hope this message cuts through and inspires fast, life-saving action."

Acquisition and Emergency Fundraising Lead at MSF

Michaela Campion-Smith

The campaign draws on the visual and audio language of photo and video journalism, alongside real-life footage to deliver a compelling and authentic execution for this year’s cash appeal.

"Crises around the world are escalating, and the need for MSF’s life-saving work has never been greater. The Winter Campaign is the most significant moment in MSF’s fundraising calendar, and we must maximise donations to ensure they can continue delivering critical care where it’s needed most. The life-saving moment is now - and we hope this campaign inspires people to act and help save lives around the world."

Group ECD at krow Group

Darryl George

The campaign will be going live across TV, including C4 and Sky, today followed by VOD, Digital, Social from Saturday 1st November.