Mediaplus gives fragrance ads a medical twist

The campaign replaces the scented samples typically found in fragrance print ads with disinfectant, drawing attention to a product that helps protect patients and medical teams in crisis regions.

Mediaplus has partnered with Doctors Without Borders in Germany to launch Fragrance Without Borders, a fundraising campaign that uses the format of a luxury fragrance advertisement to highlight the need for humanitarian medical care.

The campaign, developed with the Mediaplus Creative Collective, builds on the agency’s support for Doctors Without Borders’ fundraising activity in Germany since 2021. Under the slogan This Fragrance Knows No Borders, the initiative uses an unexpected sensory experience to encourage audiences to engage with humanitarian issues.

Mediaplus reinterprets fragrance advertising for fundraising

The creative concept places a disinfectant sample within the visual language of conventional fragrance advertising, including floral aesthetics and perfume-bottle imagery. By replacing perfume with a medical essential, the campaign challenges consumer expectations and redirects attention towards access to basic healthcare in humanitarian emergencies.

Nicole Huwendiek, Senior Advisor Integrated Fundraising Campaigns, Doctors Without Borders: “Today, many people no longer listen to NGOs. That’s why this time we decided not to communicate through words, but through another sense: smell. Using disinfectant as a fragrance sample disrupts a familiar context and draws attention to something truly life-changing: access to basic medical care. The campaign highlights the important work of Doctors Without Borders and the fact that support remains urgently needed.”

Mediaplus targets audiences in beauty and lifestyle media

The campaign appears in environments where audiences typically encounter fragrance advertising, including premium beauty, lifestyle and news media. The strategy connects the creative concept with contexts where consumers are already receptive to perfume-related content.

Postcards containing disinfectant samples are also being distributed through online fragrance retailer Flaconi and selected beauty salons. Digital out-of-home placements extend the campaign into public spaces, including locations near Douglas fragrance stores on Berlin’s Kurfürstendamm.

Mediaplus uses context to attract attention

The media strategy aims to make the campaign relevant to its surroundings while encouraging audiences to reconsider a familiar advertising format. By placing the disinfectant sample within beauty-focused environments, the initiative seeks to generate interest in the work of Doctors Without Borders and support its fundraising efforts.

Elke Reibetanz, Managing Partner, Mediaplus Berlin: “Attention is not a function of reach alone. An idea comes to life through context. By reinterpreting a familiar advertising format, we create an unexpected touchpoint that encourages people to pause for a moment and take notice of the vital work carried out by Doctors Without Borders. If our campaign helps increase donations for humanitarian aid, it has achieved its purpose.”

Mediaplus Creative Collective leads campaign execution

The campaign was developed through collaboration between Doctors Without Borders, the Mediaplus Berlin team and the Mediaplus Creative Collective, led by Global Chief Creative Officer Maximilian Schöngen. The Collective also led the creative execution, while REPUBLIC Marketing & Media Solutions collaborated on the core concept for the scented print advertisement.

Fragrance Without Borders runs through November

The campaign runs throughout November across print, retail and digital out-of-home channels. Through its combination of sensory communication and contextual media planning, Mediaplus aims to increase awareness of humanitarian medical needs and encourage donations to Doctors Without Borders.

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