Médecins Sans Frontieres brings in Krow for donor blitz

MSFMédecins Sans Frontieres has appointed Mission Group agency Krow to oversee the strategy, creative and activation of its regular giving and crisis appeal campaigns, including DRTV and radio following an inhouse pitch process.

Founded in Paris 50 years ago this month, the international, independent medical humanitarian organisation provides medical assistance to populations in distress affected by conflict, epidemics, natural or man-made disasters, or exclusion from healthcare.

Krow’s first campaign will run nationally across TV, radio and social and aims to raise funds from UK donors to support MSF’s Afghan Crisis Appeal so the charity can provide the vital medical care that the Afghan people need.

It features MSF project coordinator Sarah Leahy in Afghanistan, who tells the viewer that, “The Afghan’s healthcare system is at breaking point – with a severe shortage of essential medicines, equipment and staff.”

Footage is projected in the studio, covering the walls showing the scale of the healthcare challenges MSF faces and the important work that is carried out by Sarah’s Afghan colleagues.

The viewer continues to see images from the MSF mission, as Leahy continues: “Right now we are treating people wounded by war, malnourished children, and vulnerable pregnant women. Every day, we give over 100 women a safe place to give birth and perform emergency procedures that help save them and their babies”.

The appeal ends with Leahy asking viewers to make a vital donation to help the Afghan people.

MSF head of fundraising James Kliffen said: “Krow Group demonstrated a deep understanding of our charity. Their strategic vision, charity sector knowledge, passion for MSF and willingness to help made them our perfect partner of choice.”

Krow Group chief executive John Quarrey added: “We’re passionate about MSF and excited about working with the team to devise fresh, disruptive ways of speaking to their existing supporters and help them to engage new ones in the charity’s important cause.”

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