Childhood Cancer Canada begins Unimaginable campaign
By Derek Winkler
Charitable organization Childhood Cancer Canada has begun a campaign called “Let’s Face the Unimaginable” that encourages consumers to imagine the realities of childhood cancer on a family. Developed by The Garden, the national campaign features real families and the moments that take an emotional toll. It includes television, radio, out-of-home, digital and social media advertising. Media work is being handled by Glassroom. Public relations support is being provided by Glossy.
“We heard directly from families with lived experience that ‘I can’t imagine’ was something people reflexively said to them, often as a way to avoid hearing more,” said Lindsay Eady, executive creative director at The Garden. “‘Let’s Face the Unimaginable’ is about pushing past avoidance and discomfort toward understanding, because we can’t begin to make a difference until we confront the reality of childhood cancer.”