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Canadian Cancer Society begins campaign

The Canadian Cancer Society has begun an advertising campaign in support of its CIBC Run for the Cure fundraising program. Developed by Juniper Park TBWA, the campaign is intended to raise awareness of the physical return of the run after two years of online versions due to the COVID-19 pandemic. The creative seeks to remind audiences of “the many lives that are impacted when someone is diagnosed with breast cancer.” It uses the tagline, “This is why we run. We run today, to save lives tomorrow.” The campaign consists of television, out-of-home, social media and online advertising. Media work is being handled by MediaCom. The event will take place nationally on Oct. 2.

“We intentionally cast a mix of real people, including some cancer survivors, in the spot to drive home the message that the impact of breast cancer is more than a statistic,” said Paul Little, group creative director at Juniper Park TBWA. “It affects real people in our lives, every day. This was an opportunity to capture intimate human moments that go beyond the surface level tropes and remind audiences of all the women who have shaped us: mothers who always knew what bedtime story to read, teachers who were kind when we needed it most, daughters who have grown up but will always be children in our minds. This is our motivation, and it reminds us that if we don’t run, these are the people we stand to lose.”

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