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Putting Privacy by Design at the heart of MSF’s DRTV Strategy



We are thrilled that our work with MSF has been shortlisted for a DMA award. This work highlights M.i. Media’s ability to adapt to continuing regulatory changes whilst ensuring media performance continues to remain strong.


Following high profile stories of safeguarding failures of other charities, trust in the charity sector was disintegrating. In reaction to this, MSF’s priority was to ensure that their own donor data followed absolute best practice to ensure no reputational risk. Privacy by Design became MSF’s absolute priority and big changes were required in their DRTV strategy.


Traditionally, their DRTV activity generated donations via SMS and required the use of third parties to convert one-off donors to regular givers. Although MSF and lots of other charities used this approach, MSF wanted full control of donor data with no external involvement.


MSF switched to a website-centred ask in their DRTV ads which ensured that they could communicate in a trusted environment and avoid data-sharing. By applying PbD principles meant MSF lost important planning tools which in turn involved an overhaul of response/conversion tracking.


However, within 2 months of the brief, MSF launched the first DRTV activity which exceeded GDPR compliance requirements and had the PbD framework at its heart. Within 3 bursts the activity was able to beat ROI achieved by previous SMS campaigns by 20% and future proof MSF against further regulatory changes.


Good luck to MSF and the M.i. Media team at the DMA awards in December!