Created by the REPENSE agency in partnership with MSF, the action aims to raise funds through donations to continue the work of the entity that, this year, completes 50 years of operation
In order to motivate more viewers to become donors, Doctors Without Borders, a non-profit organization that celebrates 50 years of activity, enters the media with a new campaign. Created by REPENSE in partnership with MSF, the campaign will be deployed in digital and TV.
Under the signature “We need you to save lives”, the action explains that the donations allow the continuation of the work of bringing medical-humanitarian aid to the most vulnerable people, such as those who live in areas of armed conflict, without access to health care, populations affected by epidemics or victims of natural disasters. Each year, the entity's activities include, for example, consultations and vaccinations for more than 10 million people, in addition to the care of more than 2.5 million cases of malaria and more than 75,000 children with malnutrition.
With the concept influenced by the fiftieth anniversary, the campaign also rescues important points in the history of the MSF. “The song 'Everybody hurts' is very striking in the Doctors Without Borders (MSF) and we decided to restore this film to celebrate the organization's 50th anniversary. We want to pass on to the viewers the various fronts of action of MSF, as well as the diversity of the team and patients, and that a little help can make a difference in the lives of many people who still do not have access to basic medical care”, says Fernanda Salerno, MSF Acquisition and Relationship Manager.
In addition to proposing the action, MSF participated as a co-creator of the film with the REPENSE agency. The joint dedication in favor of the new scope of film was fundamental for the final delivery of the campaign.
“We worked in co-creation with MSF in a direct response commercial (DRTV), with images of MSF's work and some professionals from the organization sending their message. In Brazil, the action is a pioneer commercial in its style. The 1st version is about 10 years old. Now, in the fiftieth year of MSF, it has been completely restored in terms of information and the images have been updated according to the current reality of the projects in the field and of the teams” says Alexandre Ravagnani, Executive Creative Director of REPENSE.
The film can be accessed at the link: https://www.youtube.com/watch?v=6S1REDlhyog
Client: MÉDICOS SEM FRONTEIRAS BRASIL
Title: HOLD ON 21
CEO: Otavio Dias
Executive Creative Director: Alexandre Ravagnani
Creation: Alexandre Ravagnani, Octavio Moreira Lima, Frederico Túlio, Fernanda Salerno and Nathalia Cardoso.
Support: Bianca Tenenberg and Rafaela Vieira
Media and B. I.: Carol Trettel and Rosana Colocci
RTVC: Paula Moreira
Image Production: DOKS
Direction: Glauco Kuhnert
Client Approval: Leanne Neale, Fernanda Salerno and Nathalia Cardoso