This week we launched a powerful new fundraising TV advert with international humanitarian organisation, Médecins Sans Frontières (MSF). The campaign highlights what it means to donate by reinforcing the life-saving impact of regular giving.

The campaign, created by krow Group, 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. The 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.

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, spot lit 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’.

Michaela Campion-Smith, Acquisition and Emergency Fundraising Lead at Médecins Sans Frontières 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.”

You can read about how we increased MSF’s donations by 50% YoY with last year’s winter appeal here.