Doctors Without Borders
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Project: Doctors Without Borders brand study
Challenge: Doctors Without Borders Sweden has over the years built a strong brand through solid experience and close interactions with their volunteers, donors, and other partners. However, they have had little dialogue with the general public, and now seeks to strengthen their relationships with the general public in Sweden. In order to facilitate this, they seek to update their communications platform, which will guide them towards a clear, consistent, and authentic voice. As a first step in this initiative, Doctors Without Borders sought to understand how they are perceived today, in relation to other humanitarian organizations.
Approach: A custom study was designed and executed in two phases. In-depth interviews and focus groups were conducted with key influencers, media, volunteers, and donors to surface the range of perceptions and motives to engage with the category overall and Doctors Without Borders specifically. Hypotheses were tested and refined through a comprehensive survey that painted a clear picture of how the brand is viewed in relation to other organizations and stakeholders’ values.
Impact: The research study has been completed, and we are currently transforming insights into action steps. Stay tuned…