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BC Cancer Foundation breaks campaign

The BC Cancer Foundation has begun a new brand campaign called “This is Personal.” Developed by Rethink, the campaign is intended to highlight how cancer affects people personally, as well as to raise funds durng the holiday season. It consists of a 30-second video ad that depicts the experiences of a cancer patient in reverse order, from treatment to diagnosis, to research, to a donation. The effor also includes a 15-second version of the video as well as social media content and digital, radio, print and content marketing. Media buying is being handled by Elevator. The campaign will run until the end of December.

“During the busy end-of-year season, there is a need to stand out in the market and leave an impression on potential donors,” said Anne Donohoe, chief marketing officer at the foundation. “‘This is Personal’ communicates the impact that donor contributions have on research and treatment innovations at BC Cancer, and how they help save lives across the province. The campaign’s intent is to ensure British Columbians know their donations to BC Cancer Foundation make a difference.”

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