BRIEF

As time passes, the world gets sicker.

Between 2010 and 2021, the number of healthcare-deprived individuals worldwide rose from 1.3 billion to 3.9 billion (according to the WHO).

This deterioration in access to healthcare has been addressed by Doctors of the World since its inception. However, it is not enough.

The NGO needed to take its awareness and fundraising campaign to the next level.

IDEA

Because nothing is more powerful than reality, we partnered with Google Street View to hijack their new “Timeline” feature.

This allowed us to show people two different photos of the same place on two key dates, providing irrefutable proof that the world is getting sicker.

We applied this idea to six key battles of Doctors of the World - immigration, homelessness, etc. - to create a shock of consideration for the NGO.

Thanks to the creativity of the idea, we were able to negotiate €500K in free media space, in a plan featuring press, OOH, DOOH, and display advertising. This is a significant scale for an NGO like ours.

This enabled us to record nearly 9 million impressions in DOOH, 850k online impressions and 1.3 million impressions in print media. This visibility was crucial for the NGO, which could elevate the profile of the causes it championed and increase donation consideration for it.