Title	#MAKEACHILDCRY
Brand	MÉDECINS DU MONDE
Product/Service	MÉDECINS DU MONDE
Category	B04. 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

The Campaign

Doctors of the World has been fighting for over 35 years to provide access to care for the most vulnerable people. Children are by definition the first of them. Today more than 4 million children under 5 die every year from preventable diseases. In July 2015, the NGO decided 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. #Makeachildcry campaign had for objective to let general public know the fight of Doctors of the World for children and generate the maximum donations for this cause. Knowing that media invests were limited. The campaign was a real success. More than 7 millions people reached. More than 200 press mentions.

The Brief

Let a large audience know the fight of Doctors of the World for children and generate maximum donations for this cause. This campaign was also an opportunity for the NGO to reach a new target: young parents for whom child charity is key.

Execution

First phase : Teasing : To attract attention and create conversation on Twitter: in train stations non branded billboards with a disturbing injunction: #MAKEACHILDCRY We worked before with a few influential bloggers to launch the conversation on Twitter. The first day, we had more than 750 tweets about billboards and disturbing message. People posted photos of the billboards. 2nd phase : Reveal 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. Doctors of the world announced on Twitter their message.

We had the support of influential and famous people on Twitter ( actor Fred Testot (@FredTestot > 157k), writer en intenlectual Jacques Attali (@jattali > 74k), the last minister of National Education Benoît Hamon ( @benoithamon > 209K) The campaign was very well understood and appriciated. As proof, the child / female and parent’s press acclaimed our speech. We had the support of a French media program dedicated to children leading authority on the subject : Les Maternelle In the end, many press mention in France and internationally : more than 200 articles (ie the pdf joined) The campaign has been very efficient for the NGO : More than 10 000 tweets 7 million people reached 1 million views more than 40 000 visitors on the website The objective to reach a younger population is achieved - 61% are between 18-35 y.o.. + 15 000 new followers + 10 % donation versus last years on the same period

The Strategy

Target : The general public and more specifically parents as parents can not be indifferent to the cause of children. PROBLEM: How otherwise emerge and speak different of a recurrent cause for NGOs? And how to successfully speak about a cause that covers many different realities? (Many different reasons of lack of health care for children: environmental crisis, conflicts and wars, poverty, remoteness…) Strategy: 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, their situation all children are afraid of doctors. To ensure a wide awareness to the cause, the campaign takes from behind the codes of humanitarian communication.