Title | Bracelets |
Agency | Duval Guillaume |
Campaign | Bracelets - MSF |
Advertiser | Médecins sans Frontières |
Brand | Artsen Zonder Grenzen / Médecins Sans Frontières |
Posted | May 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 kids 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. Its a system that is so simple, its almost shocking. One million MUAC* bracelets were spread at strategic spots around Belgium. They were attached to objects as wide as a malnourished childs upper arm: the leg of a chair, fencing, bicycle stands, childrens 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 | Peter Ampe |
Copywriter | Peter Ampe |
Creative Director | Katrien Bottez |
Art Director | Katrien Bottez |
Creative Director | Xavier Bouillon |
Art Director | Xavier Bouillon |
Art Director | Alexander Cha'ban |
Account Director | Inez De Pooter |
Copywriter | Tiny Nys |