In our collaboration with Doctors Without Borders (MSF, or Læger uden Grænser in Danish)—we are on a continuing journey of redefining the organization’s purpose, identity and brand. Lately, we have worked closely with MSF to articulate a clearer and more impactful purpose, brand promise and narrative, strengthening their brand in Denmark while remaining deeply true to their global mission and the heritage of the organization. You might think that an organization with such a meaningful and clear purpose and recognized brand is not a candidate to clarify, change or add to their purpose. But it seems that even the most succesful candidate can still continue the journey to refine and increase performance. It’s the case across industries and sectors – and true for Doctors Without Borders as well.
A movement founded by doctors and journalists
MSF was founded in 1971 by a group of doctors and journalists who saw an urgent need to combine medical aid with the power of testimony in opposition to the policies of International Red Cross. Their new dual mission—to provide lifesaving healthcare while bearing witness to injustice—has guided the organization for more than five decades. However, in Denmark, the aspect of speaking out against injustice has somewhat faded in the public perception. A key part of our work seems to be reintegrating this crucial element back into MSF’s selv perception, organizational identity and communication strategy.
Clarifying purpose in a changing World
We have been conducting anthropological and ethnographical work during the past months, reviewing policies, strategies, international and national vision statements, historical documents, and most importantly conducted more than 20 in depth interviews internally with management, internal staff and international staff working abroad on missions. I was lucky to meet some very impressive people like the head of mission working 200 km outside of Timbuktu in Mali in west Africa. He was home for a week after being engaged in the project in Mali for six months. The challenges he faces on an ongoing basis together with his team and how they tackle them is striking and impressive.
The process has pointed out both some challenges that the organization is tackling and some promising opportunities for the future. In an increasingly complex humanitarian and political landscape, MSF has faced several challenges in Denmark and globally:
- Setting the agenda
While MSF is highly respected, there is an internal desire for the organization to take a more active role in shaping public discourse and policy in Denmark. This means reinforcing the advocacy efforts and ensuring that the MSF voice is heard on issues affecting the MSF patients worldwide. Of course that is never simple. What are the issues you take on, what do you choose to stand for and to what degree? - A clearer stance on principles
MSF has always been fiercely independent, refusing state funding to protect the independence and neutrality of the organization. However, their refusal of government support in Denmark was not always well understood by the public. Possibly because most people don’t see how national policy would effect the ability to act independently and only from the professional and medical assessment of MSF. A stronger articulation of the commitment to independence will be key to reinforcing the brand’s integrity and clarity going forward. - Diversity, Equity, and Inclusion (DEI)
The organization has increasingly focused on respecting and utilizing local staff and ensuring that specialists from the US and Europe are only deployed where their specialty knowledge and skills are truly needed. International debate both publicly and internally on the role of white, European doctors and nurses going to African countries to “save” the locals have started a movement towards a more balanced and fair view on people with different backgrounds and their role. This shift has to be reflected in the revitalized identity, moving away from outdated notions of european or nordic aid towards a more equal global partnership model.
Defining a stronger brand for the future
Through our collaboration, we have helped MSF in Denmark define a renewed purpose: “We provide emergency medical aid to all and speak out against injustice when it benefits our patients’ lives.” This simple yet powerful statement encapsulates both the medical and advocacy aspects of MSF’s work, connects the heritage of the movement with the present time, and ensures that their role as both healers and witnesses is clear.
MSF’s new brand promise reinforces the role of supporters: “With your support, we provide emergency medical aid where it is needed most. We tell you and the world what we hear and see. Therefore, you help bring medical care to the world and draw attention to the injustice that patients may be exposed to.” This message strengthens the emotional connection between donors and MSF’s mission, emphasizing that they are part of both the action and the advocacy.
A bold and uncompromising future
Doctors Without Borders has always been known for standing firm in the face of adversity. Whether refusing state funds, operating in war zones, working in the Mediterranean sea to save refugees, or challenging governments, the organization is driven by medical needs os patients rather than politics. This uncompromising stance, which earned them the Nobel Peace Prize in 1999, remains a defining part of their identity.
By sharpening their purpose and refining the narrative of the organization, MSF in Denmark is now better prepared to develop the new visual identity, digital design, work on ways of implementing internally and engage the public, increase fundraising, and advocate for the people they serve. It has been a privilege to help articulate the core identity, and we look forward to continue the process to strengthen the brand in order to support MSF’s vital mission in the years to come. We are working on ways of keeping the original logo and colours while creating a new, more contemporary and direct way of expressing the brand and the messaging that Doctors Without Borders will stand for in the future.
