Medecins Sans Frontières: Putting PbD at the heart of MSF's DRTV strategy

Medecins Sans Frontieres (MSF), a non-profit organisation, showed its commitment to data privacy by launching a website-first campaign that communicated a trusted environment that avoided data sharing in the UK.

Campaign details

Brand: Medecins Sans FrontieresLead agency: M.i. Media

Campaign Overview

Following high-profile safeguarding failures, trust in charities was disintegrating.

MSF committed to ensuring donor data would be secure to avoid reputational risk. Making privacy by design (PbD) a key priority would force reappraisal of DRTV strategy.

Strategy

TV-generated donations via SMS required the use of third parties to convert one-off donors to regular givers.

This had to stop.

MSF had honed its approach to using a DRTV-to-SMS recruitment mechanic over four years.

The organisation would now be operating without two key assets: high text-message response rates,...

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