Canadian Cancer Society begins new campaign
The Canadian Cancer Society has begun a new marketing campaign called “Life is Bigger than Cancer.” The start of the campaign is timed to coincide with the charitable organization’s annual Daffodil and Relay for Life fundraising initiatives. Developed by Grey Canada, the initiative is intended to highlight the ways in which the organization “helps people live their lives to the fullest.” It includes print, online, television and radio executions.
“As a champion for the one in two people who will be diagnosed with cancer in their lifetime, we know it’s time for a fresh approach to the way cancer is talked about,” said Paula Roberts, executive vice-president of marketing and communications at the society. “With that in mind, we have decided to walk away from the over-used metaphors of ‘fight’ and ‘battle.’ We know that people with cancer are more than their disease, and that even those who may die from it live on through all those who love and remember them.”