Quebecor Media is teaming up with The Canadian Cancer Society to present “Survivor Stories,” messages of hope and inspiration that run as part of the charity’s annual “Daffodil Campaign.”
“It’s our key awareness month, an important time of year,” Mike Kirkpatrick, director of marketing for The Canadian Cancer Society, said of the multiplatform campaign, which features branded content in Quebecor media properties such as the Toronto Sun, 24 Hours and various community papers. “The depth of reach they have is a core strength and it’s a great way to give us extensive reach with our target audience.”
Publications will run seven survivor stories highlighting individuals who have conquered different types of cancer. Ads accompanying each story will encourage consumers to purchase daffodils (the charity’s symbol) during April.
“One of the challenges we have is people don’t understand a lot of what we do,” said Kirkpatrick. The branded content format enables the organization to tell in-depth stories that highlight diverse services and support at the community level – efforts that go beyond funding research.
“We wanted to keep the content light and positive,” said Alessandra Colella, project coordinator of integrated media solutions for QMI Sales in Toronto. The campaign started as a one-off project for The Canadian Cancer Society’s lottery, but evolved into Quebecor becoming a partner and sponsor — the two organizations are already collaborating on 2013 efforts.
It’s a prime example of aligning a brand with specialized content that’s relevant and engaging, said Patricia Bosch, QMI’s director of media creativity and integrated media solutions. “When [an advertiser] is part of a brand’s landscape, it appeals to readers.”
While print was the campaign’s initial focus (research shows that’s where donors are), Quebecor also devised a digital component. Sponsored content features on Canoe.ca, where readers can click through to FightBack.ca and respond to a call to action to either donate, purchase daffodils, volunteer or affix a virtual daffodil to their Facebook or Twitter page.
“Online started as support [for print], but it ended up turning into its own being,” said Colella, whose media creativity team executed all key elements of the campaign in collaboration with The Canadian Cancer Society.
“For a charity with limited design resources, it was great to have that full-service solution,” adds Kirkpatrick.
