Médecins Sans Frontières (MSF) is an international humanitarian aid organisation that provides emergency medial assistance to populations in danger in more than 70 countries. Famine has almost become a forgotten issue. MSF wanted to increase awareness of the fact that each day 17,000 children are dying from the effects of malnutrition. The campaign was based around the idea of the MUAC* bracelets that are used by doctors in the field in order to measure the degree of malnutrition. It is a very easy and rapid predictor of the risk of death. It's a system so simple it's shocking.

There were two objectives for this campaign: MSF wanted to sensitize people to the issue of malnutrition because it has almost become a forgotten illness. MSF wanted to recruit new donors and ask new donations of existing supporters.Performance: Thanks to the campaign, MSF has received nearly €1 million in donations. €325,000 are attributed to the above communication and €647,428 thanks to a mailing.

For the campaign, one million MUAC bracelets were spread at strategic spots in the major cities of Belgium. On each of the bracelets it read "this is the width of the upper arm of severely malnourished children, they urgently need medical help. Please donate now: 000-0000060-60".The campaign was supported by double postering: Posters of children attached to various narrow street objects with a cutout where the arm of the child goes saying: "This is the size of the upper arm of a malnourished child. They urgently need medical help. Please donate now: 000-0000060-60". 2-metre-square posters in bus shelters were created saying "One million bracelets are spread in Belgium. Take one and save one child."

We wanted to reach every person who would be sensitive to the subject when reminded of it during the course of their everyday life. Bracelets were attached to objects as wide as a malnourished child's upper arm: the leg of a chair, fencing, bicycle stands, children's prams, etc.This action was supported by double postering: Posters of children attached to various narrow street objects with a cutout of where the arm of the child goes. More traditional 2-metre-square posters in bus shelters urge passersby to find and remove one of the bracelets. As part of this, people would even wear the bracelets to show their support.