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2015 One Show - Social Media

More Than A Costume

Agency Publicis Kaplan Thaler / New York

Client Doctors of the World
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Annual ID

150940A

About the Work

Doctors Of The World was in dire need of Ebola protective suits for their doctors saving lives in West Africa. In the weeks leading up to Halloween 2014, the Ebola protective suit exploded across social media, but not for the right reasons. It was becoming 2014’s most controversial Halloween costume. Our idea: Turn 2014’s most controversial Halloween costume into a donation device. We intercepted the rapidly spreading social conversation, and asked anyone talking about the Halloween costume, to donate a real protective suit. The idea took off. In 72 hours, Doctors Of The World’s lifetime donors doubled. Their social media following increased by more than 45%. $215 million free media impressions were earned. And in just 7 days, we'd responded to a controversial trending topic and raised enough to equip more than 4600 Ebola doctors saving lives in West Africa.