Médecins Sans Frontières (MSF), more commonly known as Doctors Without Borders, is a French-originated international, independent medical humanitarian NGO that provides emergency aid to those affected by adverse circumstances in over 70 countries worldwide. Relatively unknown in Singapore among other NGOs, they wanted to build brand presence and expand digital fundraising efforts in Singapore and the larger Southeast Asian region as a whole.

LOKi was the appointed agency by MSF Asia's Headquarters in Hong Kong to manage the social media content strategy, platforms and digital fundraising efforts.