Doctors Without Borders
Lead Copy: Samie Detzer
Creative Director: Megan Malloy
Design: Katie Fielding, Luke Jackson, Andy Babb
Agency: Blue State
Client: Doctors Without Borders USA
As Lead Copywriter at Doctors Without Borders USA, I partnered on execution across email, brand, and video channels — ensuring the organization's urgency, humanity, and medical authority carried through consistently and with emotional precision. Recognizing that even passionate supporters often lack full context on the complexity of global medical crises, I helped integrate interactive educational experiences into their email strategy — making education compelling, accessible, and actionable.
I helped shape their first official Brand Book, distilling stakeholder interviews and workshop insights into clear, actionable voice-and-tone guidelines that gave the organization a sharper, more unified creative foundation.
My copy for the tentpole Answer the Call fundraising campaign did more than araise dollars. It was built around urgency and personal responsibility: a direct appeal to supporters to show up for the people MSF couldn't reach without them.
