Nicole Wagentristl - FCB Kobza - Art DirectorKarin Luser - FCB Kobza - Graphic DesignGerald Liebminger - Photographer “Médecins Sans Frontières“ (MSF) is a medical health organisation who faced the problem of lacking publicity and brand recognition. Our aim was to extend the communication of MSF and at the same time to differentiate the organisation from its competitors by means of direct and alternative communication channels.Therefore we used the following media:The JubileeThursday, 22nd of November 2001, was the day on which the organisation finally celebrated it’s 30th jubilee. Due to this special occasion this day was the highlight of our campaign and we suceeded in making it absolutely unique in cooperation with Austria’s leading media, and PR, with a great event to top it off.The Wrapped Newspaper as a MailingIn the field of media we encouraged an Austrian publisher to take part in the campaign. The idea was to wrap the total circulation of the daily newspaper "Der Standard" on this day as a kind of "birthday present" for MSF. The newspaper was then sent to 150,000 donors as a mailing!Technically, this was a highly outstanding performance when considering the enormous time pressure. You need to know that the text underneath the gauze bandage was not a fake but the current news of the day. This means that nothing could be prepared in advance. So you’ll understand that the steps of wrapping the newspaper, photographing it and printing it had to be conducted very quickly and accurately.The Wrapped WebsitesAdditionally, various internet-portals and corporate sites were integrated in the campaign for this day. In co-operation with the leading Austrian site providers about 50 web-portals were wrapped with a link to the donation website where the users were invited to donate and were given several ways to do so, via sms, credit card or cheque.The Print CampaignWe developed five print subjects which demonstrate the daily work of MSF in a very reduced and simple way.The Promotion-CampaignWe asked Austria’s market leader in telecommunication, "Mobilkom Austria", to support the campaign. We developed a promotion with the telecommunication company’s mobile phone number in the centre of the ad. The message was an invitation to donate via sms.The PostersParallel to this, the subjects were also postered all over Vienna. Thanks to the poster companies, this was done free of charge.The Final EventThe final event took place at the Vienna International Airport. An Austrian Airlines hangar Austrian was changed into a party location where MSF and its main sponsor, "Mobilkom Austria"invited friends, colleagues and all supporters of the organisation to celebrate with an impressive charity gala. This evening was organised to thank everybody for their great support, co-operation and personal commitment.And also in this case our key visual was certainly the eye-catcher of the event. An airplane was wrapped to emphasise the importance of transport, that MSF depends on so much. We developed an integrated campaign, from a direct campaign to a promotional activity.Concept of a simple idea for a broad communication mix.In co-operation with Austria’s leading media and PR and a great event as a final highlight we succeeded in developing a unique cross media campaign based on alternative communication channels.Implementation of a new donation mechanic - highly innovative way of involving sponsors in a campaign.One strategy and one creative idea!We chose the gauze bandage as a key visual which is omnipresent in the campaign. It functions as a synonym for protection and help and therefore conveys the message of MSF immediately.With the gauze bandage we succeeded in communicating medical care with only one symbol, which is simple but striking, and works equally well in any medium. Barbara Benesch   Junior Account Manager   FCB KobzaBernd Fliesser   Creative Director/Concept   FCBiRudolf Kobza   Concept   FCBAlexandra Rudan   Copywriter/Concept   FCB Kobza

- The media team gained THE Austrian daily newspaper “Der Standard“ as cooperation-partner for “Médecins Sans Frontières“ (MSF).- On the 22nd of November 2001 MSF celebrated their 30th jubilee. Due to this special occasion the total circulation of this newspaper was wrapped with a gauze bandage - the key visual of the campaign.- The media event with the wrapped newspaper was theme of several TV and radio stations and encouraged reports and discussions about the help of doctors and nurses and the organisation MSF in general.

The rewarding results:increase of 17% in publicityincrease of 42.5% in charity donationsincrease of 60% in the number of donators - 240,000This campaign was awarded “The Best Integrated Campaign“ by the Austrian Direct Marketing Association.