Title	#MAKEACHILDCRY
Brand	MÉDECINS DU MONDE
Product/Service	MÉDECINS DU MONDE
Category	A07. Use of Print or Standard Outdoor in a Promotional Campaign
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 Brief

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. 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. #MAKEACHILDCRY campaign had to let general public know the fight of Doctors of the World for children and generate the maximum donations. For that, the campaign breaks down the codes of humanitarian communication`.

Campaign Success

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. We worked before with a few influential bloggers to launch the conversation on Twitter. Having attracted attention, a second phase reveals Doctors of the World and its real 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 is done in print and film. And a landing page is launched in the same time: a crying child it’s a child is being cared for. And for as many children crying, Doctors of the world needs your donations.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

A disturbing # generated a lot of donations and a huge awareness for the fight of Doctors of the World for the cause of children.