Doctors of the World: More than a costume

This case study describes how Doctors of the World, a US non-profit organisation fighting Ebola, turned a Halloween costume into a donation device.

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...

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