For Doctors of the World, Christmas is an important donation collection period. To differentiate our message from the often opportunistic and tear-jerker messages of other associations, we created a campaign rooted in the everyday reality of a DOTW doctor.

The specificity of DOTW is the fact that the association does not just provide medical treatment for the population, it also trains staff at local level, helping them become independent. Because ultimately, teaching is only way to silence death. Hence the slogan of the campaign: #SHUTUPDEATH.

The film was broadcast in France in 2 versions: short format (30sec) for TV and long format (3min12sec) online (Youtube, Facebook, Twitter).

Media placement: TV, Online, cinema

Launch date: 18/12/2017 – 24/12/2017

Country/region: FR

Number of airings/placements: 815 salles de cinema, 40 passages TV

Placement/Location: Cinema Régie Mediavision , Régie SEP; TV 5, CNews, Arte, TF1, M6; Online Facebook sponsorisé

The results so far: more than 1 million online views.

We've tried to make a visceral and dramatic experience for the viewer. The biggest challenge was making a film for charity, abiyt serious and complex themes, but in a may that can connect to people without being preachy, something that could communicate to a larger audience. The film has to have entertainment value, it has to stand out, specially given the themes and objectives of the film

To distance our message from the other NGO’s, the intention was not to have an opportunistic or tearful speech. By anchoring the campaign in the reality and in the action, we put forwards the people of the association who fight every day, and who never give up, no matter the odds. The film shows the journey of the doctor, as he teaches and trains local staff his knowledge: medical gestures that travel, that can be taught, that save. In the end, the knowledge the doctor taught saves his own life.

Doctors of the world is a NGO created more than 30 years ago and continues mainly thanks to donations of private individuals.

Christmas is an important donation collection period as for all the other humanitarian associations. In this ultra competitive context in which all NGOs are competing for attention, Doctors of the World needed a strong and clear message that cuts through.