Doctors without Borders invents a social donation solution that convert likes into money
The “like hunting”-donation solution for Doctors without Borders (MSF) is the world’s first attempt to make Facebook-likes count in real life. At the same time we gave new meaning to MSF’s campaign theme “good intentions don’t save lives”.
Turn “good intentions” (Likes) into donations and help Doctors without Borders in Denmark to raise money for the organisation’s work using viral mechanics in social media.
We decided to turn the campaign idea “good intentions don’t save lives” on its head and make people’s intentions count for once. Through a Facebook-app people create a post asking their friends for likes and donate 1 kroner to Doctors without Borders for each like they get. Each collection runs for 48 hours and only likes from your own Facebook-friends count. By setting a maximum amount you can make sure not to go bankrupt – or decide to donate more if your friends are too slow. At the end of each donation people can post a picture saying thank you to all the friends who helped them donate.
The donation solution – which is actually now a permanent solution – is still running. So what are you waiting for? Sign up and turn your friends’ likes into donations! msf.dk/likes
Digital producer: Christina Krog Madsen
Creative Director: Thomas Pries
Prototyping: Kristian Rix
Design: Michael Victor-Hansen
Programming: Rasmus Schlünsen & Mads Sülau Jørgensen
Client Services Director: Nicolai Elmqvist