Ali O’Shaughnessy
Account Executive at True North Inc.
New York, United States
TitleMédecins Sans Frontières/Doctors Without Borders
Agency
Campaign Online Acquisition Campaign
Advertiser Médecins sans Frontières
Brand Médecins Sans Frontières/Doctors Without Borders
Date of First Broadcast/Publication 2011 / 5
Business Sector Institutional/Public Interest/Non-Profit Org.
Tagline We save lives in places no one else will go.
Philosophy Doctors Without Borders/Médecins Sans Frontières (MSF) provides aid to victims affected by malnutrition, conflict, disease, and disaster. True North developed a multi-channel online acquisition campaign showcasing MSF’s unwavering commitment to saving lives in the world’s most dangerous places. Display ads drove to an interactive landing page that featured four short videos highlighting specific areas of need: malnutrition, conflict, disaster, and epidemics. 
Result This strategic combination of creative and tirelessly optimized media placements proved successful, bringing in new donors in record numbers. Our campaign continues to evolve today, and we’re proud to see our creative work provide a lifeline for those in desperate need around the globe. 
Media Type Web Advertising/Banners
Creative Director
Associate Creative Director
Copywriter
Art Director
Account Executive
Account Supervisor
Account Director

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