Media Without Borders--321 Takeoff Launches Social Media Campaign for Doctors Without Borders

New York - 321 Takeoff helps Doctors Without Borders Harness Social Media In Fight Against Childhood Malnutrition The Doctors Without Borders/Médecins Sans Frontieres "Starved for Attention" campaign captures a new visual language for malnutrition by drawing fresh attention to the issue with a series of seven short documentaries that each tells a unique story of malnutrition in the world. For the first time, MSF wanted to put social media at the forefront of its awareness raising efforts for an issue such as malnutrition and teamed up with 321 Takeoff to conceive the messaging and strategy for the "Starved for Attention" social media campaign.

To help MSF promote the project, 321 Takeoff developed overarching messaging and a wide-ranging social media campaign. The goal was to help 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. We also hoped to motivate users to take action and sign a petition to rewrite food aid policy.

To anchor the social media campaign, 321 Takeoff harnessed the 7 powerful short documentaries into a unified, actionable message: "195 Million Stories of Malnutrition. Rewrite the Story." There are currently 195 million children around the world who are suffering from malnutrition. 321 Takeoff's "195 million stories" messaging reminds people that the stories they see in the videos are just a few of those 195 million stories. By harnessing the concept of storytelling as an overarching theme, we maintain a deep synergy with the campaign's content and create a campaign that signifies a larger reality while maintaining a single, effective message. It also inspires people to take action by encouraging them to "rewrite the story."

Social media is a two-way street, so to show thanks and support for MSF influencers, 321 created an Ambassador program where those influencers -- people who tweeted or used their Facebook status to broadcast the "Rewrite the Story" message -- would be eligible to be featured as an Ambassador of the Week. Ambassadors are highlighted on high-profile areas of the Starved for Attention website as well as through a Facebook status update that's dedicated to thanking the individual by name. Through these interactions, each platform plays its part to make the campaign's message more impactful. Other organizations have employed Ambassadors, but no other brand makes a commitment to the people who support them by featuring them in such a prominent way.

MSF's branded Facebook experience offers another way to disseminate this viral message, with quizzes that help people learn more about the malnutrition and polls that let them express their opinion. We also encourage influential bloggers and Twitterers to help us spread awareness with exclusive content and modules they can share with their own followers.

By October 16, World Food Day, we hope to have one million signatures we can take to global leaders to demonstrate the world's commitment to this issue. Follow our progress at http://www.starvedforattention.org.

About 321 Worldwide
321 Worldwide is a new kind of creative agency that focuses on award-winning global brand strategy and design both on and offline. Every piece of advertising creative we invent, is designed to do one thing - to position each brand with maximum power. Every person has unique qualities that make them great - so do companies. We are experts at identifying these unique characteristics and the means to tell that story. It's about finding the truth about the brand and telling the story in a way that really matters.

At 321 Worldwide we are cognizant that winning the game takes more than just a thinking cap. It takes hard work. It takes strong execution. We're more than architects of an idea - we're ambassadors and executors of your brand image. For more information visit us at www.321worldwide.com.