Médecins Sans Frontières - Part of the Team

krow Group and Médecins Sans Frontières show donors they’re ‘Part of the Team’ in powerful new film

Full-service communications agency krow Group has launched ‘Part of the Team’, a new fundraising campaign with international humanitarian organisation Médecins Sans Frontières (MSF). The work highlights the life-saving power of regular giving by inviting donors to see themselves not as bystanders, but as active participants in MSF’s emergency medical work.

Set within an MSF frontline operating theatre, the emotionally charged film transports a donor from her living room into the heart of the action, shoulder to shoulder with medical staff. Through minimalist lighting, sound design and cinematic pacing, the viewer feels the urgency, the humanity and the impact of every donation. The message is clear: Stand with Us.

The campaign marks a bold creative step forward for MSF, using storytelling to bridge the emotional gap between donors and the lives they help save. It brings to life how monthly support directly fuels MSF’s ability to deliver long-term, independent medical aid in areas affected by conflict, disaster and disease.

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

“We know people want to help during times of crisis but often feel disconnected from the impact they can have. This film bridges that gap, showing that when someone donates, they’re not just giving money, they’re stepping into the story, becoming part of the team that saves lives.”

Donna Williams and Susan Mansfield, Senior Creatives at krow Group, added:

“With ‘Part of the Team’, we wanted people to feel that their support isn’t distant, it’s immediate and life-saving. By placing donors inside an MSF operating theatre, we turned passive giving into active belonging.”

The film runs across TV, VOD and social as part of MSF’s wider Winter Campaign, in rotation with ‘The Life Saving Moment’. Media planning and buying is handled by MI Media.