Médecins Sans Frontières Australia has moved into branded content, creating an online news and documentary service.
The portal – called MSF.TV – is part of a month-long awareness campaign for the medical humanitarian aid group.
The service will report medical news across seven channels on matters such as protests against medical patents, giving care in conflict zones and the fall-out of Nigerian flooding.
The campaign is led by sustainability specialist Republic of Everyone, in collaboration with production company @radical.media, PR agency The Bravery and digital shop Heckler.
Production is guided by @radical.media, who has sent journalist crews to South Sudan and Papua New Guinea, as well as using Reuters and overnight Médecins Sans Frontières field reports to gather the news.
Produced up to the half hour before going to air, the ‘Live’ feed stays in the site’s news section for 24 hours before being archived into one of the other categories.
There is over 100 pieces of content expected by the end of the campaign.
Ben Peacock, founder and partner in Republic of Everyone said: “It’s a challenge showcasing the work of an organisation which spends so much time going where cameras often don’t…. war and disaster zones, and some of the world’s most perilous places.”
Ian Fowler, MD of @radical.media said: “This was a great opportunity for us to give everyone a sneak peak of the future of information and entertainment delivery. As brands try to reconnect with their audiences and media platforms evolve, we see the merging of TV and online being the key development in media over the next five years.”
“To be able to develop a cutting edge solution for one of the world’s great humanitarian institutions was a very satisfying and at times, humbling experience,” he said.
PR and social media strategies have been developed by The Bravery with digital and animation company Heckler developing the MSF.TV website and music and sound compositions developed by Nylon Studios.