Childhood Cancer Canada conducts campaign
By Derek Winkler
Childhood Cancer Canada has begun a new campaign called “Back to School Looks Different for Kids with Cancer” to coincide with the start of a new school year and with Childhood Cancer Awareness Month. Developed by The Garden of Toronto, the social media campaign uses the theme of school photographs and features three children who have experienced cancer. Media work is being handled by Glassroom, while public relations are being conducted by Glossy. The campaign is part of the organization’s ongoing “Let’s Face the Unimaginable” initiative.
“The first-day-of-school photo is such a familiar ritual, which made it a powerful way to show just how different back to school can look for a child with cancer and their families,” said Lindsay Eady, executive creative director of The Garden. “We wanted to take something people instantly recognize and use it to reveal a reality most of us rarely see.”