With the cost-of-living crisis driving a decline in regular donations to charities, Médecins Sans Frontières needed to convince prospective donors that giving regularly makes a genuine, lasting difference.
Donor money doesn’t just help one emergency, it creates a powerful and lasting legacy: building & equipping hospitals; training up local staff and delivering vital healthcare to underserved communities, benefiting patients not just now but in the future.
To recruit regular donors, we launched Help That Lasts, a campaign unlike any in the category. It was brought to life through a TVC that used a dramatic repetitive structure to show how regular donations help people again and again, making a lasting impact. A YouTube mini-series revealed the story through intelligently served bumper ads.