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...