Earlier this week Kirsty Weakley attended a screening of a unique 3D campaign film for Médicins Sans Frontieres. A prior critic of the new photography technique, Kirsty explains how a focus on the cause has converted her cynicism.

I honestly wasn’t expecting too much based on my disappointing experiences with 3D film so far. I just didn’t ‘get’ Avatar, and other films since seem to have rather shoe-horned in 3D because they can. Halfway through I feel very aware that I am sitting in a dark room, with a bunch of strangers wearing dark glasses, and that we must look ridiculous.

But I may have been converted by the six-minute MSF slideshow film of 3D photos, accompanied by commentary from midwife Sam Perkins. I quickly forgot the glasses and became absorbed in the story, and judging by the short silence followed by applause when it ended, I wasn’t the only one.

It wasn’t just that the film embraced new 3D techniques to draw the viewer in, but that the message had not been forgotten. A film with a strong narrative had been created for a purpose - to effectively highlight the cause.

The MSF Delivers 3D film is being shown for free to the public at Spitalfields market between 22 and 27 September. I wonder how many people will go along and, more importantly, be inspired to sign up as a donor.