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Mercy Ships Canada
MERCY

RAN IN: North America

CLIENT
Mercy Ships Canada

AGENCY
Geometry Global *Lead Agency

Nuala Byles, Executive Creative Director
Nancy Madonik, Managing Director
Annie Rowe, Strategic Planning Director
Gillian Newing, Copywriter
Greg Muhlbock, Art Director


Ogilvy & Mather

Ian MacKellar, Chief Creative Officer
Nikki Defelice, Media Supervisor
Kyle Sergeant, Media Coordinator
Lindsay Renwick, Director, Social Media Strategy


Matt Barnes Photography


Westside Studio


NEAT Marketing Communications

Tara McCarthy, President


SUMMARY

Mercy Ships operates the world's largest volunteer run hospital ship, helping people in remote, impoverished communities. People, who are surrounded by poverty and illness, but still shine with incredible light and dignity. This is what the campaign 'MERCY' needed to capture, to attract the ever-illusive millennial attention and donation. Including a live gallery event and online auction, 'MERCY' leveraged inspiring, hopeful images of real Mercy Ships patients. By combining mobile technology with powerful, uplifting visuals, 'MERCY' drove a 32% increase in donations, and created an entirely new base of donors.

CASE STUDY

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CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Medium Featured On Video: ECOMMERCE;EVENTS;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Mobile/Tablet Optimized Website;MOBILE/TABLET;App;OOH;Billboard;Other (OOH);PR;PRINT;Custom Publication;Magazine - Digital;Magazine - Print;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;TV;Spots (TV)

Audience: New Audience

Objectives: Fund-raising

Type: Business to Consumer

Classification: National

Language: English