Princess Margaret Cancer Foundation begins campaign
By Derek Winkler
The Toronto-based Princess Margaret Cancer Foundation has begun a fall fundraising campaign called “Fireflies.” The initiative, developed by Broken Heart Love Affair, is part of the foundation’s ongoing “Carry The Fire” campaign. The creative uses imagery of fireflies to represent how small individual donations can become part of something larger. It includes a video in which various people find individual fireflies, which combine to fly through the hospital. The campaign consists of television, connected television, out-of-home, digital and social media advertising. It will run until the end of the year. Media work is being handled by Havas Media Canada.
“When the challenge is as big as cancer, it’s easy to wonder what one person or one donation can really do,” said Marty Hoefkes, creative director at Broken Heart Love Affair. “We wanted to make the collective power of those individual acts visible. A firefly gave us the perfect metaphor: one point of light becomes something much more powerful when joined by others. It allowed us to show donors not as spectators to progress, but as part of the force driving it forward.”