Doctors of the World: I'm Moving to Canada

Human rights organization Doctors of the World leveraged the US election to raise awareness of the Syrian refugee crisis.

Campaign details

Brand: Doctors of the World (Medecins du Monde)Agency: Publicis New YorkMarket: United States

Campaign Summary

Doctors of the World used one disaster — the US presidential election — to draw attention to another — the Syrian refugee crisis.

Google Trends showed Trump's nomination was causing a huge spike in the search term "Move to Canada". Holding a mirror up to Americans considering to flee the US if Trump was elected, the campaign set out to draw a parallel to the plight of the Syrian refugees, who were fleeing for their lives.

Using Google...

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