In Denmark there were a number of misconceptions about MSF. Firstly many thought that MSF was financed by EU or the French state. And secondly very few new that MSF is the organisation that arrives first in a crisis area and who use all their means to save lives. Add to this the fact that MSF had a low top-of-mind awareness in Denmark – and you have our challenge.To solve this problem and raise donations we created a campaign that dramatised the fact that your donation to MSF is the only donation that directly saves lives. Your donation means somebody lives.