The Ontario division of the Canadian Cancer Society has launched “The FearLess Project” to enhance the public’s awareness of the range of support services the Society offers.
Public, which bills itself as an activation agency, created the project and was hired following a review process involving several agencies.
For the campaign, the Society commissioned an Ipsos Reid survey to gain insight into Ontarians’ fears about cancer. More than one thousand Ontarians were polled in late October. The key finding? Cancer is the disease Ontarians fear the most.
The campaign invites Ontarians with cancer and those who care about them to log on to TheFearLessProject.ca to share their fears. They are then guided to online information tailored to their expressed concerns and encouraged to the fears shared by others, with a view toward letting them know they’re not alone.
“The online dialogue is intended to show the public the ways in which the Canadian Cancer Society is relevant and useful to them through support, advocacy and information services,” said Phillip Haid, co-found and CEO of Public.
The campaign includes an installation inside Brookfield Place, a busy hub of corporate offices in downtown Toronto, scheduled for the end of November. “We wanted to be able to give voice to all the people taking a step toward acknowledging and reducing their fear. We’ll be taking the aggregate of peoples’ stories of being fearless and light them up as inscriptions on trees,” he said.
Public also arranged to add an incentive for those who share their stories with the project: 20 bonus Air Miles points. “Air Miles reaches 1.4 million people in Ontario. This was part of our media buy to help us get reach we want,” said Haid.
A Toronto Star tear-out insert will feature a collection of stories.
The project’s overall campaign will run through early December and may go national in light of strong interest.
Public worked with Good Digital Culture on the campaign’s creative and digital elements. The Society’s media agency, Mediacom, did the media buy. Veritas handled PR.
