Doctors Without Borders
Doctors Without Borders
Contributors
About this initiative
In an increasingly complex and crowded online and offline world, community organisations can struggle to stand out. Without global emergencies and local issues fighting for airtime, how do we make sure that charities still get their message across? iProspect in Argentina helped one charity to use search optimisation to increase their reach and engagement.
One of the goal targets in SDG 3 Good health and well-being focuses on communicable diseases: those diseases that are spread by contact of humans or animals. The United Nations, in its 2030 Agenda for Sustainable Development has set the target to end the epidemics of AIDS, tuberculosis, malaria and neglected tropical diseases and combat hepatitis, water-borne diseases and other communicable diseases. How can we make sure that these “other” diseases, like ebola and chagas, are not forgotten?
Every year, Doctors Without Borders / Médecins Sans Frontières (MSF) provides emergency medical care to millions of people caught in crises in more than 60 countries around the world. MSF has a long history of responding to epidemic outbreaks of cholera, meningitis, measles, malaria, and other infectious diseases that spread rapidly and can be fatal if not treated. But in a world in which it is difficult to gain the attention of the public, MSF was keen to stand out and become one of the leading NGOs in Argentina.
iProspect helped this become reality. After a deep analysis of their account, we understood that we needed to rethink the way they've built their search strategies to a more performance oriented approach, based on a better targeting and understanding of donors. In order to achieve this goal we amplified the existing structure of brand campaigns and created several new campaigns to communicate specific diseases, which remained active during the period the press covered this news.
The results were really positive and helped put MSF and neglected tropical diseases back on the map in Argentina. iProspect achieved a 100% brand impression share and a 76% impression share of search about ebola, chagas, cholera, dengue fever and other diseases. This translated in to 735% increase on direct contact from donors and a 96% decrease of the CPA for MSF. And in addition, 35% of contributors became “real” donors leading to an increase in funding for MSF Argentina.