Doctors of the World: More than a costume
Campaign details
Agency: Publicis NYBrand: Doctors of the WorldAdvertiser: Doctors of the World
Summary
This is a story of strategy in real time. It's messy, iterative, cooperative, exciting and, in an era where slo-mo brand building is a luxury, essential.
In October 2014, Doctors of the World needed to raise money. They were uniquely positioned to prevent the Ebola virus from spreading, but were a complete unknown in the United States. Worse, they'd missed the news cycle, when 90% of giving occurs.
In the days leading...