AGENCY
NUALA BYLES, Managing Director, ECD
Annie Rowe, Head of Planning
Sabiha Chaudry, Copywriter
Greg Muhlbock , Art Directors
Karie Whetter , Account Supervisor
Cohn & Wolf Canada
Melissa Lee , Counsellor
Neo@Ogilvy Canada
Allyson Chateau , Search & Analytics Associate Director
Meaghan Mitchell , Media Director
Kyle Sergeant , Media Planning
Lukas Levert , Media Coordinator
Ogilvy
Idris Lawal , Community Manager
Crystal Sales , Digital Strategy
wonderMakr
Ehren Katzur , Production Director
Mark Stewart , President & CIO
Dylan Welsh , Sr Producer
SUMMARY
Mercy Ships operates a volunteer-run charity hospital ship that delivers free, life-saving surgical care to the world’s most impoverished.
The problem: they are virtually unknown to Canadians. We needed to raise awareness with an entirely new group of donors and achieve 20% increase in donations.
Who knew 43% of Canadians were boaters? The “I Just Bought a Boat” misdirected activation gave unsuspected boat-lovers the chance to ‘virtually’ buy a boat and save a life, via a small donation, achieving over 73 million overall impressions and driving 93% increase in donations.
