Tiny Nys
Copywriter at Duval Guillaume
Bruxelles, Belgium
TitleBracelets
Agency
Campaign Bracelets - MSF
Advertiser Médecins sans Frontières
Brand Artsen Zonder Grenzen / Médecins Sans Frontières
PostedMay 2007
Product Human Aid
Business Sector Institutional/Public Interest/Non-Profit Org.
Story Raise empathy by spreading the measuring bracelet that is used by doctors to define a kid’s chances of surviving.
Philosophy Create a hype around the MUAC* bracelets.
These bracelets are used by the doctors on the field, in order to measure the degree of malnutrition. It is a very easy and rapid predictor of the risk of death. It’s a system that is so simple, it’s almost shocking.
One million MUAC* bracelets were spread at strategic spots around Belgium. They were attached to objects as wide as a malnourished child’s upper arm: the leg of a chair, fencing, bicycle stands, children’s prams etc...
Problem Build awareness of the malnutrition problem as it is still an issue today. Fundraising for the cause.
Result Thanks to the campaign, MSF has received more than 1 million € in donation.
325.000 euros are attributed to the above communication and 647.428 euros thanks to a mailing.
Media Type Case Study
Length
Market Belgium
Creative Director
Copywriter
Creative Director
Art Director
Creative Director
Art Director
Art Director
Account Director
Copywriter

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