Influencer campaign for Doctors Without Borders

The Goal

We made an influencer campaign for Doctors Without Borders to create awareness around the lack of medical care in the Central African Republic, especially for mothers and young children. The goal of this campaign was threefold:

• first of all, bringing attention to the work Doctors Without Borders has been doing in the region for the past 20 years
• in addition, engaging people with the Instagram account of Doctors Without Borders
• finally, activating the followers of the social influencers to participate in fundraising events.

View this post on Instagram

✖️La mifa, prenez deux minutes c'est important 🙏🏻 Médecins Sans Frontières m'a contactée pour les aider à diffuser autour de la République centrafricaine, une de leurs importantes zones d'action. 🖥 Les médias parlent peu de la crise qui touche ce pays et les organisations humanitaires ont petit à petit quitté le territoire. Pourtant les violences perpétrées par des groupes armés continuent et les soins de santé pour les blessés sont presque inexistants. MSF monte des cliniques et l'an dernier, en 6 mois, les médecins ont soigné plus de 3500 personnes. 🏥 Ils sont en train d'agrandir un de leurs hôpitaux dans la ville de Bangassou, ils ont besoin de 90 000€. 💪🏻On peut les aider! En participant aux 20km de Bruxelles le 28mai avec @msfbelgique 🏃🏼‍♀️INSCRIVEZ-VOUS SUR MSF.BE et créez votre propre page de collecte pour vous faire sponsoriser par vos proches et récolter des dons. Si comme moi vous n'êtes pas dispo ce jour là vous pouvez bien sûr réaliser des dons via leur site tout simplement 💜 Merci de m'avoir lue jusqu'ici 🖤 www.visiterca.be #visiterca #msf #medecinssansfrontieres #republiquecentralafricaine

A post shared by L U F Y 🖤 (@lufyyyy) on May 13, 2017 at 6:02am PDT

Our Social Story

For this campaign, we reached out to the target audience – the older section of the millennials – via Instagram, Facebook and Twitter. We worked together with eight different social influencers who made a total of 20 posts.

We gave the social influencers a clear framework, but we also gave them sufficiënt creative freedom within that frame. That is because the influencers themselves, and only them, know best how to engage their followers. 

The resulting posts and messages were quite diverse and ranged from a feed of cheerful lifestyle pictures interrupted by a serious message, to being thankful for growing up in a safe environment. One of the influencers even shared an exclusive picture of herself in the hospital with her newborn child.

View this post on Instagram

How blessed I am, surrounded by such great people: the midwives from @dewolk_vroedvrouwen – the hospital nurses, gynecologist,…! Giving birth is a rollercoaster. In other countries lives of women and babies depend on luck, not on educated professionals. That's why I admire 'Artsen zonder grenzen': they are building the biggest maternity clinic of the Cental African Republic to support pregnant women and women who give birth. Please take a look @azgbelgie #grateful #visitcar

A post shared by Veronique Leysen (@mauricetteveronique) on May 3, 2017 at 1:29pm PDT

The Result

Since our influencers found the topic very relevant and were highly involved with it, we ended up with 20 post that

• reached 1.590.000 people
• generated 599.700 views
• had a total engagement of 79.400 people

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