Help That Lasts

The Headscratcher

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.

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