Title	#MAKEACHILDCRY
Brand	MÉDECINS DU MONDE
Product/Service	MÉDECINS DU MONDE
Category	C08. Charities, Public Health, Safety & Awareness Messages
Entrant Company	DDB PARIS, FRANCE
Advertising Agency	DDB PARIS, FRANCE
Production Company	STUDIO 5 Paris, FRANCE

Name	Company	Position
Alexander Kalchev	Ddb Paris	Executive Creative Director
Julien Bon	Ddb Paris	Art Director/Copywriter
Gautier Fage	Ddb Paris	Copywriter
Sébastien Henras	Ddb Paris	Art Director/Copywriter
Benoit Oulhen	Ddb Paris	Art Director/Copywriter
Marine Rolland	Ddb Paris	Agency Producer
Matthieu De Lesseux	Ddb Paris	Account Director
Marine Hakim	Ddb Paris	Account Manager
Sophie Colus	Ddb Paris	Account Executive
Luc Evrard	Ddb Paris	Advertiser Supervisor
Alexandre Jalbert	Ddb Paris	Advertiser Supervisor
Justine Roche	Ddb Paris	Advertiser Supervisor
Achim Lippoth	Ddb Paris	Director/Photographer
Alice Kraft	Ddb Paris	Digital Producer
Anne-Marie Gibert	Ddb Paris	Pr

Brief Explanation

Doctors of the World, who has been fighting for over 35 years to provide access to care for the most vulnerable people, wants for the first time to speak on its programs for children. This speaking could have appeared as not justified vs. other NGOs dedicated to the cause of children. A cause to which the public is largely exposed and often feels helpless. To shake the inertia and call to action, we relied on a strong and universal insight about childhood: fear of the doctor. Whatever their origins or their situation all children are afraid of doctors. To ensure a wide awareness to the cause, the campaign breaks down the codes of humanitarian communication`.

Results and Effectiveness

7 millions people reached 1 million views More 40 000 visitors on the website More 10 000 tweets + 15 000 new followers on @Mdm Campaign has been taken over media : more than 200 articles Doctors of the World has noticed a growth of 10 % of donations versus last years on the same period

Creative Execution

To attract attention and create conversation on Twitter: a first phase of teasing with non branded billboards with a disturbing injunction: #MAKEACHILDCRY We have worked before with a few influential bloggers to launch the conversation. Two days later, Doctor of the world is revealed with the same visual than teasing phase but less focus. The hook was completed by the NGO’s message: make a child cry , save his life : a child dies every 7 seconds for lack of health care. Donate on makeachildcry.com The reveal came up print, film (TV and web) and a landing page with more content about the program of Doctors of the world where people can make a donation.

Insights, Strategy and the Idea

#MAKEACHILDCRY campaign had to let general public know the fight of Doctors of the World for children. It was also an opportunity for the NGO to reach a younger target : young parents for whom child charity is key. In a first phase of teasing, non-branded billboards of crying children, as it can be seen in many NGO campaigns. But a disturbing injunction comes with it: #MAKEACHILDCRY. Having attracted attention, a second phase reveals Doctors of the World and its real message: the crying child is a child who is being cared for. And as there are so many children crying, Doctors of the world needs your donations.