The “MSF Orienteering Competition 2008” is an event that supports Médecins Sans Frontières’ delivery of medical aids to inhospitable areas.Our brief was to encourage volunteers to participate in the event, and walk a preset route to help raise funds.

Today, one-third of the world’s population lacks access to essential medicines.

To bring this to people’s attention in the developed world, we distributed direct marketing pieces to patients and visitors at local clinics. The piece was designed in the form of a medicine bottle with a sweat towel stuffed inside.

This reinforced the fact that every drop of sweat during the “MSF Orienteering Competition 2008” would go a long way to supporting the cause.

The annual MSF Orienteering Competition has become one of the most talked about outdoor fundraising events in Hong Kong over the last 7 years.

Thanks to this direct marketing piece, MSF triggered more participation and awareness than ever before – with over 1,800 volunteers completing the competition. This represents a staggering 20% increase over 2007.