Doctors Without Borders/Médecins Sans Frontières (MSF)

Doctors Without Borders/Médecins Sans Frontières (MSF) has worked tirelessly across more than 70 countries to provide emergency medical aid to those in greatest need. In India, their work is wide-ranging and deeply rooted in communities affected by conflict, disease, and social marginalization. Their health programs are designed to be both preventative and responsive, ensuring that access to healthcare extends even to the most remote or dangerous areas.

In regions such as Chhattisgarh and Kashmir, MSF provides critical mental health services for people affected by violence and displacement. In Bihar, they address one of the highest burdens of kala azar in the world. Across India, MSF also runs programs for HIV and drug-resistant tuberculosis, maternal care, and primary healthcare—especially for populations which fall through the cracks of conventional public health systems.

What We Were Hired to Address

In the early 2010s, the Modi government’s election marked a stark shift in India’s relationship with civil society. International NGOs faced unprecedented scrutiny, and the Indian government unexpectedly froze foreign funding for many organisations, including long-standing humanitarian actors.

While MSF’s work is apolitical, the organisation found itself needing to actively demonstrate its value and credibility to both the public and decision-makers in India. In this climate of suspicion, silence was no longer a strategic option.

Success for MSF India meant:

• Raising public awareness of MSF’s health programmes and medical neutrality.

• Strengthening relationships with Indian communities, stakeholders, and government.

• Creating a powerful communications platform to support independent fundraising and advocacy.

• Equipping MSF’s internal team to sustain strategic engagement long-term.

Research / Strategy

The first phase of the engagement focused on deep listening, risk assessment, and contextual understanding. It was critical to balance bold communication with cultural and political sensitivity.

Working collaboratively with MSF India and the European headquarters, we developed a campaign that would humanise MSF’s work and communicate urgency without politicisation. This resulted in a central message: "Who Cares? We Do." A provocative and emotionally resonant statement that reframed indifference into an opportunity for action and solidarity.

Actions / Execution

Campaign Design and Creative Development

• Built a full visual identity for "Who Cares? We Do.", featuring clean, adaptable graphics and compelling imagery rooted in MSF’s real-world medical work.

• Developed messaging and creative assets for multiple platforms, including:

  • Outdoor billboards

  • Press and print

  • Broadcast channels

  • Social media and digital placements

• Captured patient and staff testimonials to bring authenticity and emotional depth to the campaign.

Digital Infrastructure and Website

• Designed and launched a new campaign website to serve as a central hub for storytelling, action, and engagement.

• Integrated donation and advocacy tools, event listings, and real-time campaign updates.

• Ensured the platform was mobile-responsive and user-friendly, with localisation features to increase reach and relevance.

Media and Community Engagement

• Managed press outreach with both Indian and international media to expand awareness and support.

• Executed high-impact outdoor advertising campaigns in key urban centres and transport hubs.

• Supported in-person events, exhibitions, and community dialogues to build relational trust and deepen public understanding.

Capacity Building and Mentorship

• Provided ongoing mentorship and skill-building for MSF India’s communications team.

• Delivered tools, templates, and training in areas such as:

  • Campaign strategy

  • Media relations

  • Social content planning

• Focused on reducing long-term reliance on external agencies by building internal confidence and capacity.

Outcomes / Results

The "Who Cares? We Do." campaign became a bold, defining moment for MSF India—asserting its presence in a shrinking civic space without compromising its values.

Key Results:

• Dramatically increased public visibility of MSF’s health work across India.

• Elevated MSF India’s position in government and civil society forums as a trusted, principled actor.

• Reaffirmed core principles of neutrality, impartiality, and medical independence at a time when these were under threat.

• Strengthened the organisation’s communications infrastructure, with a newly trained internal team equipped to manage future campaigns.

• Launched a public-facing website that now serves as a gateway for supporters, journalists, and donors alike.

See the website