June 6th 2010 was Médecins du Monde‘s birthday. 30 years ago MDM was published in the Official Journal, which makes a new association official in France.
June 7th was MDM’s new communications campaign launch, based on its anniversary. Their target is people between 25/35 years old, knowing the organization but not its aim or how to help. The message of this campaign is «Nous sommes tous Médecins du Monde » (We are all world’s doctors).They oriented it on their present and future actions, their actors and donors.
Concerning the offline part, they entrusted Saatchi & Saatchi to realize it:
Those prints reflect four of MDM’s fights: HIV/AIDS, violence against women, help to migrants and emergency interventions. There is an interesting game in the realization: when we look at it in the first place, we create short-cuts between photo and text. But when we take the time to read the paragraph in white, we can see that they are not victims but donors. It is a really good game based on our preconceptions.
About the online part, MDM decided to create a web documentary.
It is a realization composed of témoignages from five 30 years old people from five different continents. MDM tried to show an evolution from 30 years ago with French doctors to actual MDM’s people who are not necessarily doctors or French.
The other part is a contest in which people can create a documentary to explain what precariousness means to them. At the end, the winner will be diffused by MDM and Dailymotion.
This part of the communication campaign is a good example of how important témoignage is in MDM’s actions and values and how they try to combine it with new technologies. In addition, we can observe that there is a « new » trend in nonprofit communication which boosts donors’ self-esteem.