MSF UK & Crafted – Afghan Crisis Appeal


Médecins Sans Frontières/Doctors Without Borders (MSF) has long had a presence in Afghanistan, but now, their help is needed more than ever. The struggling healthcare system is at breaking point after years of instability, lack of funding and devastating conflict.

While international aid for Afghanistan has been withdrawn, life goes on, meaning the need for medical help is more acute. MSF UK is one of the few international medical charities working in Afghanistan in part because they have no political affiliation and simply go where the need is greatest. They are running five projects, including hospitals, in some of the largest cities to provide both emergency and everyday medical care.

The campaign consisted of a full funnel strategy from awareness to retargeting, running across DRTV, Press, Radio, Podcasts, Direct Mail, Email, Influencer Marketing, Display, Video, Social, and Search. It was our focus to use performance marketing channels, including paid social, display and PPC, in a strategy designed to capture every bit of awareness from all channels and convert it into donations.

Overall, the effectiveness of this campaign helped drive more than double the target donation revenue, with the money raised from digital channels alone able to pay for 8,721 surgeries, wound dressings for 462,985 people or over 1.4 million tetanus vaccines to protect pregnant women and their babies. The campaign directly contributed to MSF’s best month ever (December) for donations through their website. Most important of all the money raised from this campaign genuinely goes towards saving lives.