Médecins Sans Frontières / Doctors Without Borders is an international association of separate country-based organisations.
It is proud of its heritage and way of operating, but its structure does not reflect the way in which most users view it: as a single global entity. Any new digital strategy had to find a way to transform MSF digitally while remaining workable and acceptable to its constituent sections.
We carried out user and stakeholder research leading to the development of a global digital strategy. We carried out 40 interviews with key internal stakeholders around the world and created 19 online surveys in 15 languages that generated over 12,000 responses. We also carried out a review of MSF’s 30 current websites.
Médecins Sans Frontières, being a decentralised international association, faces challenges in meeting the needs of a diverse global audience. The team at Headscape have been invaluable in helping us see the potential of digital for doing this. They have helped us recognise the changes needed to engage with our connected audiences, bringing clarity and innovation to our digital strategy.Nondas Paschos, Digital Communications Strategist, MSF.