Doctors of the World wanted to get recognition for the brave Ebola fighters in West Africa. But they had zero budget. To accomplish their goal, Publicis Kaplan Thaler New York sought the ultimate in free media. Since 1927, the world's most influential people have appeared on the cover of Time magazine. Publicis created a social media campaign that rallied Doctors of the World's fans behind their ambitious goal of naming the Ebola fighters Time's Person of the Year. Aiming for 10,000 petition signatures within the first week, the campaign received that in just 24 hours. A week later, Doctors of the World delivered tens of thousands of signatures to Time. On 10 December 2014, the world woke up to find the Ebola fighters between those famous red lines.
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