Médecins Sans Frontières - The Life Saving Moment

krow Group and Médecins Sans Frontières capture ‘The Life Saving Moment’ in urgent winter appeal

Full-service communications agency krow Group has partnered with international humanitarian organisation Médecins Sans Frontières (MSF) to launch ‘The Life Saving Moment’, a powerful new TV and digital campaign forming the centrepiece of MSF’s Winter Fundraising Appeal.

The campaign brings to life the urgency of MSF’s work in crisis zones around the world, where every second can mean the difference between life and death. Featuring Dr. Jennifer Hulse, an emergency doctor who has worked across multiple MSF projects, the film highlights how the organisation’s ability to respond rapidly to global emergencies, from maternity care and outbreak containment to vital surgery, depends on public donations.

Drawing inspiration from the visual language of documentary and frontline journalism, the film combines authentic footage and a stripped-back style to create a visceral, human portrayal of MSF’s work. The creative approach underscores the immediacy and integrity of the message: the life-saving moment is now.

Michaela Campion-Smith, Acquisition and Emergency Fundraising Lead at MSF, said:

“MSF responds to emergencies where delays can cost lives, and this campaign helps highlight that urgency in a powerful and human way. Partnering with krow Group has enabled us to tell these stories with impact and integrity, reminding people that their support truly can make the difference between life and death.”

Darryl George, Executive Creative Director at krow Group, added:

“Crises around the world are escalating, and the need for MSF’s work has never been greater. The Winter Campaign is MSF’s most significant fundraising moment, and this film is about inspiring fast, life-saving action when it matters most.”

The campaign goes live across TV (Channel 4, Sky) and VOD, with digital and social activity rolling out from 1st November. Media planning and buying is handled by MI Media.