The aim was to extend the communication of MSF and at the same time to differentiate the organisation versus its competitors by means of alternative communication channels. We wanted an integrated campaign, leading from a brand campaign to a promotional activity, a campaign making MSF omnipresent by means of different media, giving them brand visibility and making them highly credible. Therefore, we defined the following objectives:1. to achieve an increased awareness of MSF2. to develop a unique brand profile within the non-profit market3. to generate donationsWe developed a cross media campaign which, in addition to the Internet, covered the following fields: cinema and TV, print, posters, promotion, jubilee.The Promotion-Campaign / Website www.spendensms.atWe gained 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 the invitation to donate via SMS.The campaign is extraordinary because of the INNOVATIVE way of involving sponsors in a campaign. In cooperation with “Mobilkom Austria“ we were the first in Austria to offer the possibility of DONATING VIA SMS!

The submission is special because it is based on only ONE STRATEGY and ONE CREATIVE IDEA!!!We chose the GAUZE BANDAGE as KEY VISUAL which is omnipresent in the campaign. It functions as a synonym for protection and help and therefore transports the message of MSF within a second. 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.THE REWARDING RESULTS:- increase of 17% in publicity- increase of 42,5% in charity donations- increase of 60% in the number of donators - 240.000!!