Around 1000 labels were distributed in Lisbon and 2000 in Oporto. Accesses to the site www.medicosdomundo.pt doubled during the campaign period and 79 donations were made in the total amount of 3.500 euros.

Médicos do Mundo (“doctors of the world”) is a NGO founded by French doctors that aims to bring medical and humanitarian support to population groups in greatest need. As with any NGO of its kind, it is highly dependent on donations. Despite the work carried out throughout its history, MdM does not have a strong notoriety among the general public facilitating solidarity from those who want to help others but prefer to give their money to an institution that they know better and therefore trust. Our mission was to create a low cost initiative that would bring visibility to the Médicos do Mundo “brand” and serve in order to raise funds.

Doctors belong to a profession that is valued and highly esteemed in Portugal. Médicos do Mundo is an association founded by doctors and the message used was that we are all doctors in our own unique way, by helping those in greatest need (providing them with access to vaccines, medication or basic health care). We can all be Doctors.

“We can all be Doctors”. This was the concept chosen for the communication initiative. In order to illustrate it, labels were placed in all cars identical to those used by true doctors in their respective cars (identifying them as doctors in the event of any emergency and conferring them special rights in traffic and parking). In this manner, a wide visual presence in many groups of cars was created in which everyone was a Doctor. In this case a Doctor of the World.