“The Fearless Challenge,” a new fundraising campaign from the Canadian Cancer Society, dares Canadians to conquer their fears while helping cancer patients to do the same.
Participants film a short video detailing a fear they’d like to overcome and how much they want in donations to do it. They then register at FearlessChallenge.com and start collecting cash. Once their fundraising goal is reached, they upload another video, proving they have faced that fear.
Developed by Lowe Roche and sister agencies Lowe Profero and UM, “The Fearless Challenge” is being promoted via social media, radio, wild postings and on public transit, as well as with pre-roll video and banner ads. All elements are slated to be in market until August 31.
The campaign is Ontario-focused, with plans to go national next year.
“The Fearless challenge is a heartfelt, integrated effort,” Monica Ruffo, CEO of Lowe Roche, told Marketing. “Cancer touches everyone, so the challenge is being heavily seeded and promoted through social media in order to build [an] online community of fear fighters who confront their fears to help people living with cancer do the same. Participants are encouraged to share their experience. Not only can people contribute and participate, but they can also visit the site [and] see what other fears people have faced.”
The campaign launched Tuesday with a number of celebrity endorsers on board including actor Jason Priestley (Call Me Fitz), Canadian sports commentator and former NFLer Jesse Palmer, Shannon and Sophie Tweed-Simmons of Gene Simmons Family Jewels and Shannon & Sophie, and Hedley bassist and cancer survivor Tommy Mac.
The organization used a similar concept and the word “Fearless” for a campaign implemented in 2012 by Public. Money raised from this year’s campaign will go towards funding cancer research and support services for patients and their families.
