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Princess Margaret Cancer Foundation breaks campaign

The Toronto-based Princess Margaret Cancer Foundation has begun a new marketing campaign called "Why is in our DNA." The effort is intended to raise awareness of the research work done at the Princess Margaret Cancer Centre. The campaign includes print advertising and public service announcements, along with radio and television interviews with research scientists from the centre.

The campaign also includes a social media component called "Who is your Why?" It makes use of a website at <>, at which visitors can submit accounts of people who inspired them to donate to the centre.

"Over the next few months, you'll be introduced to a number of our researchers and hear about the questions they are asking and why the funds raised by our donor community are so crucial to their ability to find answers and deliver on the promise of personalized cancer medicine," said Paul Alofs, president and CEO of The Princess Margaret Cancer Foundation.

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