Case Study: Médecins Sans Frontières raises funds to vaccinate over 680,000 children with Facebook

Médecins Sans Frontières - Customer Case Study

Médecins Sans Frontières (MSF), the international medical humanitarian organisation founded in 1971, sought to boost donations over the Christmas and New Year period to support its work with refugees and migrants and to reach new, younger audiences online.

MSF worked with Facebook Creative Shop to produce an emotional video, ran a 5‑day reach-and-frequency campaign, then retargeted viewers with conversion ads using Website Custom Audiences and lookalike audiences of high-value donors (excluding existing donors). The campaign reached 11.5 million people, lifted awareness by 10 points among 25–34 year‑olds, generated thousands of donations and raised enough to vaccinate over 680,000 children against measles.

Médecins Sans Frontières

Nick Owen

Digital Communications Officer