Campaign details
Brand: Medecins Sans FrontieresLead agency: M.i. Media
Campaign Overview
Following high-profile safeguarding failures, trust in charities was disintegrating.
MSF committed to ensuring donor data would be secure to avoid reputational risk. Making privacy by design (PbD) a key priority would force reappraisal of DRTV strategy.
Strategy
TV-generated donations via SMS required the use of third parties to convert one-off donors to regular givers.
This had to stop.
MSF had honed its approach to using a DRTV-to-SMS recruitment mechanic over four years.
The organisation would now be operating without two key assets: high text-message response rates,...