Role: Pitch Team // Creative Director // Scriptwriter // Film Director
Client: Raw London // MSF
Year: 2020
The Médecins sans Frontières approach to fundraising is quite unlike many other 3rd sector agencies in the same space and, as a result, they also have a very specific type of audience. Research showed that MSF’s donors are specifically driven to support the nurses, doctors, technicians and experts that bring medical care to those that need it most.
So, it was essential that our narrator was a member of the MSF team – in this case, Dr. Erin Kilborn. Using her narrative as the basis for the script, alongside existing archive footage, we took the viewer on a frontline adventure. They see first-hand the fast-paced nature of medics in action, and the impact their care has on people around the world.
Also importantly, the concept incorporates many key fundraising success drivers. For example, we focus on a single person’s story and maintain eye contact with the viewer throughout. In addition, the pace and tone builds throughout to create a strong sense of urgency, compelling the viewer to take action.
You can find out more about the work of MSF here.