Condition Critical is a groundbreaking digital campaign by Medecins Sans Frontieres to raise awareness about the conflict in Eastern Congo.
Duckrabbit played a dual role in the campaign. Firstly, we trained members of the MSF communications team to gather audio and photography. Secondly, we used the materials they gathered in the field to produce the photofilms featured in the final surge of the campaign.
The results have been remarkable:
- The website had 350,000 visits between November 2009 and March 2010.
- 59% per cent of people who start to watch a video on the website, watch it all the way through to the end.
- The videos have also been featured and embedded on dozens of other websites including The Telegraph, Sky News and Boing Boing.
- Over 10,000 people have visited the website as a result of links to it from Facebook, blogs like The Travel Photographer and other influential websites.
- Over 2,500 people have left messages of support on the website.
- The videos were screened for two days in a shopping centre in Belgium, reaching thousands more people
We received a nomination for an Amnesty International Media Award in 2010 for this work.
Testimonials:
- ‘I’ve appreciated your strong commitment to the project; your perseverance, hard work, and integrity; and above all your grasp of the reality of DRC and how to tell these stories in way that is compelling, dignified and at the same time raw and honest. Thank you.‘ Jake Wadland, Condition Critical Coordinator
- ‘Before doing this training I felt I could have a decent stab at recording audio in the Congo. I now know that it would have taken some sort of miracle for me to get really useful audio. I now have the tools to come back with something a bit special. Thank you.’ Robin Meldrum, Publications Officer MSF
- ‘Many people at MSF believe this is a breakthrough in getting the stories out there, for a bigger audience.’ Bruno Du Cock, MSF Picture Editor
