|
|
The Canadian Cancer Society is rallying Canadians to “Join the Fight” and help battle cancer, through a new national multimedia campaign from DDB Toronto.
The effort uses TV, print, online, radio and FightBack.ca to encourage Canadians to fight cancer with their voice, time, or donations.
A two-and-a-half minute short entitled “Fight” features cancer survivors, patients, family and friends sharing their sorrow, anger and determination–talking to cancer as if it’s a person–during the unrehearsed, unscripted testimonials.
“We wanted to be as provocative as possible, and as real as possible,” said Andrew Simon, senior vice-president, creative director, DDB Toronto.
The video was previewed as a trailer at the Vancouver International Film Festival, and can now be found on YouTube and Facebook.
Simon refers to the tone of the campaign as “aggressive with a heart.”
“There’s still a lot of people that don’t know the good that the CCS does,” he said. “It brings the facts to life to let people see the results so they can understand why their money and time makes such a difference.”
The French-language version shows a group sitting around a large table. Each takes a turn berating an unseen, unwelcome party–cancer.
“It’s really seeing first hand from the negative and a positive standpoint, we’re looking at it from all the stakeholders.”
The campaign also includes two 30-second PSAs. In one spot, viewers watch a woman bandage a man’s hands, similar to a boxer, as he sits in a hospital room. Once she’s finished, he pounds his fists together as if ready to fight.
The other shows a group of real life cancer survivors comparing their battle scars in a local coffee shop.
All four executions end with the line: “Every three minutes another Canadian is faced with fighting Cancer. Join the fight.”
Researchers, patients, survivors, family, friends and volunteers are asked to submit their stories online. Eleven video stories are currently highlighted on the homepage.
“Through this campaign, we want to motivate Canadians to join the fight and show cancer that we’re its number one enemy,” Canadian Cancer Society president and CEO Peter Goodhand, said in a release. “This movement transforms the sadness and anger that cancer can cause into a powerful collective resolve to fight back and say ‘Enough is enough.’”
This is the first campaign from DDB since taking over the account earlier this year. It will run throughout 2010, with OMD handling the media buy.
