| 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
|
Credits
| 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.