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Full-service communications agency, krow Group, today launched a powerful new fundraising TV advert, called Part of the Team, with international humanitarian organisation, Médecins Sans Frontieres’ (MSF).
The campaign is designed to highlight what it means to donate by reinforcing the life-saving impact of regular giving.
Part of the Team
The campaign is a bold step forward for the charity’s communications, bringing donors inside the action.
With the aim of increasing monthly donations, the ad highlights the importance of donations, and how they directly impact MSF’s ability to deliver long term, independent, medical aid in areas affected by conflict, disaster and disease.
Amid an overwhelming backdrop of global crises, ‘Part of the Team’ invites viewers to see themselves not as passive bystanders, but active participants.
The emotionally charged film transports a donor from her living room into MSF’s world. It places them inside an MSF frontline operating theatre, shoulder to shoulder with medical staff, to feel the urgency, witness the stakes and experience what it means to play a vital role – not as a bystander, but as part of the team.
Told through a minimalist, spotlit visual language and using sound to seamlessly transition the donor between the comfort of home and the urgency of the frontline.
It captures both the emotional weight and the importance of MSF’s work. The message is simple but powerful ‘Stand with Us’.
This ad will run across TV, VOD and Social as part of MSF’s wider Winter Campaign, in rotation with ‘The Life Saving Moment’ ad, launched in October. MI Media is the media partner.
Michaela Campion-Smith, Acquisition and Emergency Fundraising Lead said “We know people want to help during times of crisis but often feel disconnected from the impact they can have.
“This film bridges that gap, showing that when someone donates, they’re not just giving money, they’re stepping into the story, becoming part of the team that saves lives.”
“Working with krow Group, we’ve been able to tell this story with honesty and emotional power, and we hope this campaign cuts through and inspires fast, life-saving action.”
“With ‘Part of the Team’, we wanted people to feel that their support isn’t distant, its immediate – it’s life-saving,” said Donna Williams and Susan Mansfield, Senior Creatives, krow Group.
“By placing donors inside an MSF operating theatre, we turned passive giving into active belonging, showing that £10 a month isn’t just a donation, it’s joining a team that saves lives.”