Child's Play

Doctors Without Borders provides relief in dangerous places such as warzones and disease-stricken areas, well before charities like the Red Cross do. They are essentially the world’s paramedics. Despite this, it can be hard for them to differentiate themselves from similar charities. In turn, this makes getting donations harder, despite their best efforts. Our compaign had to remedy this issue. The Child’s Play campaign uses something that is fairly ubiquitous - children’s puzzles - to get the message across. While they might seem simple to us, they’re difficult for the children that they’re aimed at. Similarly, getting help is easy for us. Medical attention, food, water, law enforcement - things we take for granted in a first-world country - is never more than a phone call away for us, but is incredibly difficult for others to get. As the puzzles are something you can do, rather than just an image to look at and some text, engagement is likely to be higher. Consumers might be tempted to solve the puzzle, giving more time for the message to sink in. As a print campaign, it’s fairly adaptable, and can fit into anywhere that people spend some time waiting around or doing something at their leisure. Customers can even interact with the ad at an adshel, if touchscreen technology is used.