Medecins Sans Frontieres (MSF) are a Nobel Peace Prize-winning independent organization focused on delivering emergency medical humanitarian aid to people affected by armed conflicts, epidemics, natural disasters, and exclusion from healthcare. Following the success of their first fundraising campaign in Hobart with the help of Reach Media’s coffee cup advertising, MSF have engaged Reach Media in Canberra to acquire new donors in the area.
After successfully establishing the audience type of the potential donors for MSF in Canberra, we set out a campaign alongside their direct marketing campaign to zero in on commuters going to and from the city’s business districts. Using our strong geo-targeting capabilities, we handpicked cafes within the closest proximity to the main bus terminals, where the target audience get their usual coffee fix. We launched MSF’s coffee cup creative that features eye-catching images as well as straightforward yet compelling text to encourage people to take as little as two minutes out of their daily coffee ritual to donate to the MSF Foundation.