MSF is a medical humanitarian organization that helps people where the need is greatest. Relying on donors, volunteers, and the humanitarian community for support, they needed to understand what resonates and ultimately encourages engagement.


The Pure founders, when based in Sweden, conducted focus groups and IDIs with current and potential donors, volunteers, and industry professionals. This was followed up with a nationally representative survey. The findings uncovered and prioritized perceptions of the organization as well as the motives and barriers to engage with the brand and its cause.


The work resulted in clear direction on how to increase relevance and engage each respective stakeholder group. Our team was brought on to subsequent strategy sessions to support MSF Sweden in their brand and communications development. Given MSF’s meaningful mission, much of this following work was done pro-bono.


Focus Groups
In-Depth Interviews
Quantitative Survey


Brand Positioning
Marketing for Non-Profits
Target Analysis



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