Princess Margaret foundation breaks campaign
By Rob Bale
The Princess Margaret Cancer Foundation of Toronto has released new creative as part of its ongoing “Carry the Fire” campaign. Developed by Broken Heart Love Affair, it promotes a June cycling fundraising event called the “Ride to Conquer Cancer.” The campaign consists of television, digital and social media advertising. The 60-second commercial depicts the real-life story of a man who rides in the event each year using a bicycle purchased from the widow of a man who died of cancer before he could participate. The campaign will run in Ontario until July 27. Media work is being handled by Havas Media Canada, with public relations support from Glossy.
“This spot builds on the strategic foundation of ‘Carry The Fire,’ a platform designed to show how individual stories can drive broader collective action,” said Carlos Moreno, chief creative officer at Broken Heart Love Affair. “It shows how one story can inspire continued support for cancer research and care, helping to advance a brighter future for patients and their families. The second shadow becomes a metaphor for that progress, a reminder that every effort moves us closer to a world without the fear of cancer.”