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Canadian Breast Cancer Foundation breaks national campaign

The Canadian Breast Cancer Foundation has begun a new national campaign intended to raise awareness of its upcoming CIBC Run for the Cure fundraising event in October. The campaign, developed by Dare of Vancouver, consists of four 30-second television commercials, five print ads, two radio ads and online banners, accompanied by social media activities. The creative uses the tagline "Running for the Future" and takes as its theme the possibility of a future without breast cancer. The ads depict children describing the people for whom they will be running in the future. "We wanted to switch things up this year," said Paul Little, executive creative director at Dare. "We wanted a different kind of logic that would make people really think about why they should participate in this event. The unfortunate reality is that breast cancer is harsh, but reminding us of that in a heavy handed ad isn't new. We wanted to surprise people and help them feel motivated by this initiative again."

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