Médecins Sans Frontières Highlights ‘All it takes’ in New Campaign

“While we are a highly recognizable brand internationally, this new brand campaign will tell our story locally.”


Médecins Sans Frontières


Saatchi & Saatchi

Sedona Productions

Squeak E Clean Studios

Global medical-humanitarian organization Médecins Sans Frontières/ Doctors without Borders (MSF) has announced the launch of ‘All it takes’, a new brand platform for the Australian and New Zealand markets via a campaign, developed in partnership with Publicis Groupe agencies, Saatchi & Saatchi and Digitas.

The campaign aims to raise awareness of the vital work undertaken by MSF delivering life-saving medical care and humanitarian support to people in conflict zones and other crises around the world.

Speaking on the challenge of increasing the organization’s profile and awareness, MSF’s Director of Engagement for ANZ, Maryjane Aviles, said: “While we are a highly recognizable brand internationally, this new brand campaign will tell our story locally.”


Aviles added that the new campaign would connect the brand and its organizational purpose more closely to key audiences in Australia and New Zealand, especially generous individuals willing to support MSF’s humanitarian work.

“We knew it was time to shine a light on a cross-section of stories to show the complexity of what it takes to provide global impartial healthcare, as well as the strength and resilience of people caught in humanitarian crises,” she said.

Saatchi & Saatchi Creative Director Michael Barnfield added: “There are so many stories of resilience and hope orbiting the world of MSF. Our challenge was to bring these stories to life in the most respectful way, incorporating the perspectives of everyone from the patient who is seeking care to the logisticians and medical experts who provide it. Ultimately, the life-saving work of MSF is made possible by donors, so we chose to include them as an important role player too.”


As part of its role, Digitas undertook a detailed analysis of MSF’s donor base. Using hundreds of donor interviews, the agency created a comprehensive understanding of the key donor personas and the journeys they take to make a donation.

Digitas Head of Media ANZ James Hudson adds: “MSF performs in some of the most hostile environments in the world. They need to be able to allocate as much of their investment to this primary goal as possible. We really wanted to help MSF evolve their approach to media and use data, technology and fluid media channels to target and engage with the most relevant consumers. We created a media strategy that would evolve both media placements and creative messaging throughout the campaign. With a sole focus on driving greater donation value to an amazing organisation.”

The MSF partnership with Saatchi & Saatchi and Digitas follows a competitive pitch win in early 2022, with the teams working closely together to bring the unique MSF proposition to life. This collaboration brings together the expertise of two leading agencies in brand, creative, digital, CX, UX, and media, and promises to raise awareness of MSF’s important work in Australia and beyond.

To donate, visit: www.msf.org.au/donate/world-of-difference


Client: Médecins Sans Frontières
MSF Director of Engagement (Chief Marketing Officer): Maryjane Aviles
MSF Head of Communications: Sophie McNamara

Creative Agency: Saatchi & Saatchi
Head of Creativity: Simon Bagnasco
Creative Director: Michael Barnfield
Head of Planning: Joe Heath
Art Director: Jake Blood
Copywriter: Hannah Payton
Senior Integrated Producer: Holly De Roy
Head of Design: Matt Alpass
Digital Design: Jarryd Hood
Interface Developer: Keong Seet
Group Account Director: Suzanne Leddin
Account Manager: Freya Bidwell

Production: Sedona Productions
Director: Filipe Carvalho
Design & Art Direction: Filipe Carvalho
Senior Motion Designer: Chris Angelius
MD / Executive Producer: Kim Wildenburg

Original Music & Sound Design: Squeak E Clean Studios
Executive Creative Director & Engineer: Simon Lister
Executive Creative Producer: Karla Henwood
Original Composition: Charlie White
Head of Post: Emma Duncan
Music Producer: Oliver Duke

Head of Media: James Hudson
Chief Strategic Officer: Lachlan James
Client Partner: Sarah O’Brien
Snr Digital Project Manager: Penelope Kendall
Digital Director: Ian Bailey
Digital Account Manager: Valeria Pestuggia
Snr Media Operations Manager: Babita Kamra
Snr Paid Social Strategist: Sophie Chugg

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