Grey Canada won Canada’s first Lions for its bold “Ladyballs” campaign to raise awareness about ovarian cancer.
The campaign was awarded a Silver Lion in the Fundraising and Advocacy category of the Health & Wellness competition, part of the Health Lions handed out Saturday evening in Cannes. The campaign was nominated twice in the competition.
A day later, the campaign received more accolades when it was shortlisted in the Glass Lions competition. The Glass Lions were just added to the Festival last year, created to recognize work that is “confronting prejudice and inequality through progressive, socially-conscious representations of gender.” In that first year, Canada won for Leo Burnett’s “#LikeAGirl.”
Since its January debut, “Ladyballs” has become a runaway success for Ovarian Cancer Canada. According to the organization, the campaign led to a spike in calls across the country, with one caller in particular citing radio spots as the reason for her $100,000 donation. (Read Marketing‘s extensive coverage of the campaign here.)
Less than two months into its run, “Ladyballs” earned approximately $60 million in earned media impressions and led to a 118% increase in requests for Ovarian Cancer Canada’s By Your Side, a resource provided to women diagnosed with the disease.
The Glass Lions will be handed out during an awards gala in Cannes on Monday night.
Watch the case study video for “Ladyballs” below.
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