Mercy Ships maximizes TV opportunity with digital support strategy

This case study explains how Mercy Ships, a non-profit organisation which provides medical care to people living in poverty, used social media to capitalise on television coverage in the US.

Mercy Ships maximizes TV opportunity with digital support strategy

Damaris Montalvo and Angela Baldwin

Campaign details

Brand owner: Mercy ShipsAgency: Russ ReidBrand: Mercy ShipsCountry: The United States

Executive summary

In the summer of 2013, Mercy Ships – a non-profit organization that provides free life-saving surgeries and medical treatments worldwide to millions of people living in poverty – partnered with Russ Reid to maximize a unique opportunity: CBS's award-winning news magazine show 60 Minutes was re-airing a 13-minute segment about the organization.

Given the great exposure this would present, in a matter...

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