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2018 Merb’ys Calendar Social Media Campaign

Public Service/Charity - Single

Population Between 100,001 and 500,000

2018

Ray Agency
t: 709-722-2555
e: jenny@rayagency.ca
w: rayagency.ca

Company: Ray Agency Creative Director: Jenny Smith Art Director: Courtney Wells Designer: Courtney Wells Client: NL Beard and Moustache Club Client Service Director: Hasan Hai Account Supervisor: Courtney Wells

A fundraising project of the Newfoundland and Labrador Beard and Moustache Club, the 2018 MerB’ys Calendar featured a diverse group of bearded humans dressed as Mermen. It raised more than $300,000 for Spirit Horse, a local mental health organization, and created global buzz for challenging conventional views of what masculinity and beauty should be. The term MerB’y combines the word Merman with the gender-neutral Newfoundland term B’y.

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