Medical humanitarian charity Médecins sans Frontières UK has appointed Medialab as its new strategic partner following a competitive review handled by the Aperto Partnership.
Founded in France in 1971, MSF delivers emergency aid in over 70 countries to people affected by armed conflict, epidemics, natural disasters, and exclusion from healthcare.
The UK branch is one of 26 global headquarters. It operates as an operational support, recruitment, and fundraising office that sends medical professionals and non-medical logistics staff to field projects worldwide. Its work is driven by the principles of neutrality, impartiality, and independence.
Medialab’s remit will cover the full, integrated media scope and the agency’s responsibilities will encompass strategic leadership, brand and performance marketing and digital, underpinned by a data and measurement framework.
The agency will cover both always-on acquisition and defined campaign moments such as the annual Winter Appeal and crucial emergency response activations, delivering optimised fundraising and long-term growth.
Previous incumbent MI Media had managed the account for 15 years. Krow Group has handled strategy, creative, and activations for regular giving, emergency, and winter appeals since being appointed in December 2021.
The charity’s most recent Winter appeal was the TV ad “The Life Saving Moment” (pictured), featuring Dr Jennifer Hulse, an emergency doctor who has worked in MSF projects around the world, emphasising the need to be able to respond rapidly to emergencies globally is critical to saving lives.
MSF director of fundraising Alan Gosschalk said: “We were very impressed with all the agencies that took part, but Medialab stood out with an ambitious, considered proposition that showed a genuine understanding of where MSF needs to go. Combined with great chemistry, this felt like the right long-term partner for MSF.”
Medialab managing director Alex Kirk added: “From our very first meetings with the MSF team, there was an immediate alignment of values and a shared ambition for what we can achieve together. MSF UK does extraordinary work under the most challenging circumstances, and we are thrilled to be chosen as their long-term partner for growth. We can’t wait to bring our data-driven strategy and media expertise to the table to help amplify their cause and drive future growth.”
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