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You can be the difference

The Mercy Foundation

The Mercy Foundation plays a critical role in supporting the Mercy University Hospital, an iconic cornerstone of Cork’s healthcare system. Founded to complement the hospital’s services, the Foundation drives improvements in patient care, experience, and outcomes by funding essential resources and pioneering initiatives, through the generosity of donors, fundraisers, and local businesses.

A pivotal moment for the Foundation came with its transition to their new Cancer Care Centre, marking its first time to provide a service in psycho-oncology care and support for patients and families navigating cancer.

Recognising the significance of this new chapter, the Foundation sought to redefine its purpose and positioning to better connect with the community and stakeholders. For this transformative journey, they turned to TOTEM.

Simplify

Before embarking on the strategy workshop, TOTEM conducted in-depth stakeholder interviews, laying the foundation for a clear and shared vision. This process reinforced the Foundation’s purpose – to help people receive the best possible care, experience, and outcomes, while fostering a community rooted in compassion and support. And it crystallised it’s position as
“A community committed to making things better.”

Create

At the heart of the transformation lies the Foundation’s central brand idea – You can be the difference. The ‘You’ speaks to each of their four main stakeholders individually – doners, fundraisers, the Foundation team and the healthcare workers in the Mercy University Hospital.

This clarity informed the evolution of the brand identity. The butterfly motif, synonymous with the Foundation, was refreshed with a contemporary design featuring three wings, symbolising the updated value pillars. Colloquially, the hospital is simply called “The Mercy”, this allowed the name to be shortened to The Mercy Foundation, with “Mercy” emphasised in the identity.

Empower

TBC

Result

The response has exceeded expectations. Despite initial concerns and resistance, team members embraced their new identity with enthusiasm. Field technicians – who had spent years on the frontline in red Virgin Media vans – responded with unexpected positivity.

Commercial Director Niamh believes the approach was key to this success:

‘When we met with the field operations team, I expected resistance. Instead, they immediately understood the new narrative. It wasn’t just a name change – it gave them clarity about their role. It was like taking them out of a grey area and giving them a real identity.’

Media Connect tell us the brand has delivered clarity for staff navigating their new roles. Potential confusion has become strength, with team members confident in drawing boundaries.

For retail partners, the new brand establishes Media Connect as credible and independent while benefiting from association with Virgin Media’s technical excellence.

The strategy has successfully launched Media Connect as ‘Simply Switched On’ – the partner broadband retailers can count on – and team members are a proud part of.