Médecins Sans Frontières/Doctors Without Borders (MSF) provide medical aid where it is needed most, often in difficult and dangerous circumstances. MSF has the support of many talented and generous doctors in the field, it was our job to recruit their colleagues as donors.
We knew that doctors were time poor. This could not be a regular DM; a leaflet and letter was not going to cut it. We had to create something special. Something relatable. Something that would motivate these busy people to take five minutes from their day to learn more about MSF.
We created a direct mail piece modelled on a patient file. Unlike a typical patient file –which must be kept confidential – these files encouraged the recipient to share them with their colleagues and other interested parties. The file even had allergy information that echoed MSF’s core values of impartiality, speaking out, and medical and financial independence.
“Allergic to: needless suffering, preventable diseases, and political interference.”
The file was filled with three images printed on acetate to resemble X-rays. The copy on each image reinforced the unusual contexts where MSF regularly provide quality, lifesaving medical care.
“The front line is our waiting room”
“The hut is our clinic”
“The roadside is our pharmacy”
The file also contained a brief letter and direct debit mandate from MSF Ireland Chairman, Dr. Gabriel Fitzpatrick, that outlined the difference that a monthly donation of €65 could make.
Agency: McCannBlue
Copywriter: Amy Sergison
Art Director: Chris Gore