Doctors Without Borders Social Media Launch: Media Without Borders

Challenge:
Doctors Without Borders / Medecins Sans Frontieres "Starved For Attention" campaign rebrands malnutrition by drawing fresh attention to the issue with a series of seven videos that each tells a unique story of malnutrition in the world. And 321 Takeoff developed overarching messaging and a social media campaign to motivate users to do two things: first to take action in signing a petition to rewrite food aid policy, and second to raise awareness by helping people understand that malnutrition is more complicated than the standard public image of a nameless African child with a distended belly and flies buzzing around his mouth.

Result:
We went from 200,000 to 350,000 Facebook Fans in 6 months; From 40,000 to 90,000 Twitter Fans; We generated a 20% share of voice in the malnutrition discussion-150% more than 1 Billion Hungry campaign

Doctors Without Borders Social Media

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Services Rendered

Messaging + Campaign Identity
Digital Public Relations
Influencer Reachout and Measurement
Facebook Experience Design and Build

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