Canadian Cancer Society begins Join the Fight campaign
By Adnews Staff
The Canadian Cancer Society has begun a new campaign called "Join the Fight." The campaign, developed by DDB Canada, includes television, print, radio and online advertising in English and French. The initiative also makes use of a new website at <http://www.fightback.ca>. The creative features unrehearsed testimonials from Canadians with cancer, as well as their family members and friends. Each execution depicts one or more of these participants discussing cancer in terms of combat. "Every day, millions of Canadians show their fighting spirit in inspiring ways," said Andrew Simon, creative director at DDB Toronto. "From bravely fighting back against cancer, to funding research, or advocating for public policies that will protect the health of all Canadians, they exemplify the many ways you can fight back. This spirit is captured in the campaign by using people who are actually affected by cancer. None of them are actors. The resulting testimonials are incredibly raw and real and the tone is extremely personal. With such a multitude of cancer-related charities competing for attention and support, it was time for the Canadian Cancer Society to reassert its role and refresh its image."