MSF had partnered with French actor Ahmed Dramé, who served as an ambassador for the platform and stars in film at the heart of the campaign to promote it. The 90-second film is featured on the platform itself, while a 30-second version had aired on television and online. The campaign is additionally supported by print, guerrilla posters and digital and social executions.

The platform offered 20 unexpected and exclusive rewards fit for any donation. Reflecting MSF’s spirit, each reward partner is an independent brand, designer or personality, who had donated their time and created limited edition products or experiences specifically for the crowd-funding platform. In addition to apparel such as clothing and shoes, experience rewards like playing Operation with an MSF doctor or witnessing the action first hand on a real field mission in conjunction with VICE News, gave everyone the opportunity to be part of MSF’s mission.