Canadian Cancer Society begins campaign on west coast
By Adnews Staff
The B.C. and Yukon Division of the Canadian Cancer Society has begun a new cancer prevention awareness campaign. The initiative, developed by Traction Creative Communications of Vancouver, is the second phase of a year-long effort to increase awareness of the daffodil branding used by the organization. “There are more than 200 organizations with ‘cancer’ in their name in Canada alone,” said Larry Donen, president of Traction. “Our goal was to break through the clutter and create a clear connection between the Canadian Cancer Society and their highly recognizable daffodil brand, in addition to promoting their important fundraising initiatives, events and services.” The campaign presents the flower as a symbol of lifestyle choices that can reduce the risk of cancer. One execution depicts hockey player Trevor Linden jogging, followed by a trail of daffodils. The ads use the tagline, “Let’s make cancer history. Together it’s possible.” The campaign consists of billboard and transit shelter advertising in English, Chinese and Punjabi.