This document proposes a strategy called "Notes on Notes" to promote donations to Doctors Without Borders (MSF). The strategy involves placing 250,000 temporary stickers about MSF's work on British banknotes. These stickers will educate people about MSF's cause as the banknotes circulate. The stickers will drive people to donate their banknotes to MSF online or at post offices. Even those who don't donate will learn about MSF and may donate in the future. The strategy aims to inspire both new and existing donors to give more regularly by creating a personal connection between the donor and MSF's lifesaving work through Britain's currency.

1. What’s the real value of the note in
your hand?

2. What do we need to do?
Inspire 25-39ers to donate regularly
Existing Donors
Get them to donate
more often and be
advocates
New Donors
Get them to believe
in our cause and
become regular
donor

3. We all make tough choices about prioritising our money
Consumer Truth Brand Truth
People use their
money in a way
that creates the
most personal
value
MSF plan to use
their money
where and when
it’s needed most
One common truth

4. The problem
Until a crisis happens, it’s hard to
understand the benefits of the
donation.
Re-defining the challenge
How do we show the meaning behind
the money in between crises?

5. Insight
Meaning comes from a one-to-one
connection with the charity

6. The strategy
Communicate through a channel that makes
more personal exchanges than any other…
MONEY

7. The big idea
NOTES ON NOTES
We will create 250,000 temporary stickers to be placed on British
notes, building understanding of our cause.
This helps them visualise how much more value the note will have
if they donate it to MSF.
These notes will be circulated organically to create millions of
personal connections.
Each note becomes a vehicle for education and donation

8. A message that speaks to the heart

9. How it works?
THE FIRST IMPRESSIONTHE SEED THE SPREAD
250,000 MSF
stickers created
Mail to existing
donors and
doctors in field
Ask them to put
the stickers on the
money they have
in their wallet
Once someone
picks up the note
they will learn
more about MSF
- M-Site
- Desktop Site
- Post-office
integration
Each note may
have a different
MSF story for the
audience to
discover
THE DECISION
DONATE
Drive to donate their note at
nearest Post
Donate online
All donors join database to
receive stickers to distribute
DON’T DONATE
Even if they don’t donate, they
have learnt about what MSF do
 Future likely donators
Once they spend, it passes on to
the next person to DONATE
WOM SOCIAL PR SEARCH

10. Why it works and how will we measure it?
Existing Donors
Get them to donate
more often and be
advocates
New Donors
Get them to believe
in our cause and
become regular
donor
• No. of stickers placed
on notes (Quant
Survey)
• Frequency and
amount of ongoing
donations
• No. of stickered
notes donated
• No. of new donors in
database
• No. of new donors
who order more
stickers
 Adaptable to any market
 Appeals to them when
they’re making a choice
about money
 Builds both immediate
and ongoing donation
 Earned media at the
core
 Barely costs anything!
WHY IT WORKS? How will we measure it?