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Doctors Without Borders begins new campaign

Humanitarian organization Doctors Without Borders Canada has begun a new fundraising campaign called the "Walk Without Borders Challenge." Developed by Stephen Thomas of Toronto, the seven-week initiative will encourage supporters to walk a distance of their own choosing, sponsored by friends, family members and co-workers. According to the agency, the fundraiser will be presented both as a part of Doctors Without Borders and as a stand-alone sub-brand.

"In developing a brand within the brand, it was necessary to bring all the messaging and creative back to a focus on the beneficiary while making all of the fundraising activity as relevant to the MSF brand as possible," said Bryan Tenenhouse, chief creative officer at Stephen Thomas. "We decided to make that connection quite literal by asking participants to actively select one of the personal stories profiled on the Walk Without Borders Challenge website and be inspired by that story as they choose the distance they'll walk. That allowed us to point all of the creative elements to the human journey experienced by both the supporter and individuals touched by MSF."

The campaign includes online materials at <http://www.walkwithoutborders.ca>, email messages, digital advertising and social media activities. The campaign will run until Oct. 30.

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