Goal

Stimulate awareness about DWB intitiative and its fundraiser.

Issue

People:

• assume DWB MDs are paid as well as any practicing MD, and

• are unaware of the hardships and dangers MDs/nurses face while working in remote, tucked away corners of the world.

Tactic

Print campaign — visuals and brief text.

Results

In 2023, within 10 months,

• DWB campaign raised donor engagement from 11% to 37%

• Core Messaging, Guided by universal medical ethics, not politics - reached more viewers.