• by Larissa Faw , May 26, 2016

WPP’s Geometry Global Toronto and sibling shops Ogilvy & Mather, Neo@Ogilvy and OgilvyOne and PR firm Neat Marketing Communications are introducing the first-ever, agency-led awareness campaign for Mercy Ships, an international charity that uses medical ships to provide free medical care. 

The concept illustrates the realities of life on board the Africa Mercy ship - the world’s largest run hospital ship - through images shot by Canadian photographer/director Matt Barnes. 

The campaign includes print ads depicting familiar hospital scenes with unexpected nautical twists, three 15-second television spots as well as digital and social media support. 

The Mercy art exhibit appears at the Struck Contemporary Art Gallery through June 5 as part of Toronto’s Scotiabank CONTACT Photography Festival. The original collection of 25 photos will be sold at the gallery and limited edition prints will be sold through an eBay auction. All proceeds will be donated to Mercy Ships. 

Attendees can also make an instant donation to Mercy Ships using the Shazam app. By scanning an image with their mobile device, a donation can be made for a specific treatment or medical supply in real time. 

“Mercy Ships Canadian office is based in Vancouver and the work the organization does is incredible – yet most Canadians are totally unaware,” stated Nuala Byles, executive creative director, Geometry Global, Toronto. “Our goal is to bring Mercy Ships into the Canadian consciousness. To do this we needed to reach a new audience. Our research shows that millennials will get involved with a cause if they are inspired by a sense of community and the chance to drive real, positive change, and stats show that 57% report a desire to directly see the impact of their donation."