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Stephen Thomas develops regional cancer campaign

The Mississauga Halton/Central West Regional Cancer Program has begun an advertising campaign encouraging cancer patients in the region to seek medical care and support locally rather than at a Toronto hospital. The campaign, developed by Stephen Thomas of Toronto, consists of online, print and out-of-home advertising focusing on the quality of care available in the Central West and Mississauga Halton regions of Ontario. The creative makes use of the image of a hospital bracelet to represent the individual qualities of the patient. The campaign tagline is, "Cancer is personal."

"There were two key objectives for this campaign," said Taslim Somani, vice-president of digital and marketing strategy at Stephen Thomas. "First, to change people's perceptions about where they can get quality, compassionate cancer care, and second, to be inclusive of the large and diverse ethnic population in the region. Both the creative and media strategies are rooted in the core objectives. We devoted the majority of our media budget to out-of-home to maximize visibility and impressions, while digital out-of-home in medical offices, print in community newspapers and online banner ads rounded out the media buy."

The Mississauga Halton/Central West Regional Cancer Program represents services delivered by Trillium Health Partners, Halton Healthcare Services, the Headwaters Health Care Centre and the William Osler Health System.

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