We turned the year's most controversial costume into a donation device.

While people in West Africa were battling Ebola, fake Ebola costumes were selling out in the United States, having become the most popular Halloween costume that year.

Doctors of the World was on the ground in West Africa, and desperately needed real Ebola protective suits for the healthcare staff to save lives. With Halloween just one week away, we targeted anyone wearing an Ebola costume and asked them to buy a real Ebola protective suit the next day.

We doubled lifetime donors in 72 hours, increased social following by 45%, and secured 215 million earned media impressions, with $0 spent.

Photographer: Torkil Gudnason

On social, we targeted anyone wearing the halloween costume. We also rallied people to share our posts with any friends who would be wearing the costume that Halloween.

All messaging led to our website, where people could buy protective Ebola gear for healthcare professionals.

The entire campaign was conceptualized, executed, shot and live within a week.