MSF is devoted to providing medical aid in crisis situations. With virtually no marketing budget, we needed an idea that could live on its own – that could be spread virally. Therefore, we positioned MSF as a virus that could also be spread like a virus: "I have MSF", because engagement is contagious.The campaign is a collection of activities that take the form of events and actions. They are housed on the i-have-msf.ch website and fed back into the community through direct methods (Facebook, emails, newsletters). Each event was covered in traditional and non-traditional media.

In 2009, MSF generated over 18 million contacts through the "I have MSF" campaign. There were a plethora of activities recorded on the campaign hub, i-have-msf.ch. the campaign generated over 1.5 million Swiss francs of unpaid PR media coverage. As a result, MSF saw a 7% increase in total awareness.