Medical humanitarian charity Médecins Sans Frontières is launching a major fundraising campaign with the aim of raising more than £3m to help its teams deliver emergency medical care wherever it is needed most.
“Crises Move Fast. Help Us Move Faster” has been devised by Bray Leino and is designed to show how quickly a crisis can create urgent medical needs, and how donations help MSF mobilise its expert teams to respond.
Medialab was appointed in August as the charity’s new UK 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 work addresses the fatigue people can feel when faced with a constant stream of news about conflicts, disasters and disease outbreaks, and gives new and existing supporters a clear reason to act now by showing how their donations turn MSF’s medical expertise into life-saving care.
The TV ad is fronted by MSF doctor Sally Pearson, combining her first-hand perspective with footage of MSF teams in action. Movement and kinetic typography build pace around the campaign line, reflecting the speed of MSF’s emergency response while keeping the medical stories at the centre of the work.
The campaign will run across TV, paid social, digital display, press and direct mail to existing supporters. It uses MSF’s new visual identity to bring the appeal together across channels during the organisation’s largest collective fundraising period of the year.
The appeal seeks unrestricted donations, allowing MSF to direct funds wherever medical need is greatest. The creative has also been designed to adapt to the changing news agenda, with scope to extend beyond the winter appeal.
Médecins Sans Frontières emergency fundraising lead Michaela Campion-Smith said: “Winter is our biggest collective fundraising moment, and this campaign explains why that support is needed now. Crises can change lives in an instant, creating urgent medical needs that cannot wait.
“MSF teams have the expertise to respond in some of the world’s most challenging situations, and donations help us turn that expertise into life-saving medical action.
“We hope the campaign shows supporters the very real role they can play in helping us reach patients who urgently need care.”
Bray Leino ECD Michael Howes added: “The challenge was to make a world of relentless crises feel actionable rather than overwhelming. ‘Crises Move Fast. Help Us Move Faster.’ puts the medical consequence at the heart of the idea: every crisis creates patients who need care, and MSF has the expertise to respond.
“By building speed and momentum into the creative, while making the donor’s role tangible, we want people to feel that giving now is both urgent and genuinely useful.”
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