Anthologie launches new campaign for Doctors Without Borders across Australia and NZ

Médecins Sans Frontières/Doctors Without Borders (MSF) has launched a new integrated brand campaign, “Without,” across Australia and New Zealand. Created by Anthologie, the campaign aims to build awareness of MSF’s non-partisan approach to medical humanitarian work and reinforce the urgent need for independent care delivered without delay, bias or silence.

The campaign is now live across television, digital and online channels, with out of home, radio and cinema executions set to roll out in the coming weeks. It was designed to integrate with the organisation’s existing recruitment and donation messaging, and tell a complex story in a compelling way.

The Director, Luna Laure, handcrafted and stop-motion animated every element of the final video imagery to reflect the authenticity and reality behind MSF’s work.

Built around the central platform, “Without”, the campaign responds to a world increasingly shaped by conflict, crisis and division and the need for care delivered without compromise, without delay, without prejudice, without red tape and without silence in the face of injustice. The campaign positions Doctors Without Borders as the organisation that shows up where others can’t, bringing independent medical care to more than 70 countries.

Early campaign results have already demonstrated strong audience engagement across both markets. A homepage takeover on The Guardian delivered more than 129,000 impressions in a single day, alongside click-through rates four times higher than the publication’s typical benchmark performance.

In New Zealand, MSF has already recorded its highest-ever unprompted brand awareness result through recent campaign tracking research. While the six-week campaign represented a larger media investment in the market, the increased awareness outcomes reflect significant gains in visibility and recognition for the organisation.

An additional brand awareness study will launch in Australia in July, with results expected to provide further insight into campaign impact across the local market.

The integrated campaign spans TV, out-of-home, online video, radio and cinema, creating a unified platform that can flex across multiple audience touchpoints while maintaining consistency in message and tone across Australia and New Zealand.

Sophie McNamara, MSF Australia Head of Communications, said: “In a world facing increasing humanitarian need, Doctors Without Borders’ independent and impartial approach to medical-humanitarian care is more important than ever. Through the repetition of the word ‘without’, the campaign directly links our principles with our brand name, helping to connect more people to our mission.”

Anthologie Executive Creative Director Josh Edge, added: “Learning how Doctors Without Borders operates, and meeting the brave and passionate people at every single stage of the process, has been an inspiring journey for us. Please, please put your hand in your pocket and support MSF however and whenever you can – they’re doing incredible work.”

The campaign will continue to roll out across Australia and New Zealand throughout 2026.

Credits
Agency: Anthologie
Executive Creative Director: Josh Edge
Client Partnership Director: Adelina Eisen
Client Partnership Director: Lisa Hayman
Designer: Taylor Evans
Strategy: Hannah Carpenter

Filmmaker/Director: Luna Laure
Music/Sound Design: Max Barton
Recording: Sundown Studios
VO (Australia): Rhian Todhunter
VO (New Zealand): Rachel King
VO Engineering: Justin Braine

Client
MSF Australia Director of Engagement: Ashley Killeen
MSF Australia Head of Communications: Sophie McNamara
MSF Australia Head of Digital: Eddie O’Loughlin
MSF Australia Head of Fundraising: Tom Duggan
MSF Australia Multimedia Producer: Victor Caringal
MSF Australia Senior Digital Marketing Manager: Melissa Dayan

Benedictus Media Group Media Director: Rogan Burns

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