In less than a month more than 10,000 Facebook-users had installed the application and with an average of 200 Facebook-friends per user and two status updates daily for five days the campaign delivered more than 20 million exposures. With 20 million exposures the cost-per-exposure was less than 0.001 EUR. The number of donations rose during campaign period by over 36% compared with the number of donations during the 2009-campaign which did not include use of social media. The app linked to www.msf.dk and the unique views index rose to index 232 compared to the year before.