Onstuimig

A billion dollar cancer challenge wants you to Believe It

Posted by Claire | 17-04-2012 16:09 | Category: Health



Princess Margaret Hospital Foundation (PMHF) in Toronto has announced plans to raise one billion dollars in five years. This billion dollar challenge will be the largest fundraising campaign in the history of Canadian health care. Part of the launch includes three television PSAs designed to address the skepticism people may have about cancer treatment. The Believe It campaign plays with viewer expectations ...

“For the last time”


“Moments like this”

“Tears of joy”

Creative was provided pro bono by Young & Rubicam Toronto. Y&R’s previous work for PMHF was “In Our Lifetime”, the hospital’s first branded campaign.

“In our lifetime”

PSAs will run nationally for the next six weeks and may continue throughout the summer. Print pieces with the black and gold Believe It logo are in transit shelters around the Greater Toronto Area and in national magazines and newspapers like The National Post & The Globe and Mail. There’s an accompanying Believe It microsite (www.ibelieveit.ca) and digital ad buy.

image

One of the mandates behind Believe It is to familiarize the public with the term ‘Personalized Cancer Medicine’, the kind of individualized cancer treatment spearheaded by the Princess Margaret. These television spots are right on trend with the generally hopeful/inspirational tone of other emotional ads for Canadian hospitals like Toronto Rehab and SickKids. Do they move you to give?

 


Advertiser:
The Princess Margaret Hospital Foundation
Agency:
Young & Rubicam Toronto
Source:
Believe It.ca







My comment



Comment:




Your comment will not be visible until a moderator approves it.








Some rights reserved 2005-2013 Osocio/Houtlust.
Disclaimer. Terms of use. Privacy statement.

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.







Support us

Do you like our blog? Support us with a donation.
We're non-commercial. We all make Osocio pro bono in our spare time and we can use some support.





image of a graduation cap

Recent in Academy


Is this eating disorder ad too sexy?

It’s a serious question. This woman has the typical idealized body of a model, and despite the scary body painting, the portrayal is undeniably drawing attention to her curves and bare skin. When I think about eating disorders, I try to imagine looking in the mirror and seeing a funhouse…
Read more

Book review: Hidden Persuasion

33 psychological influence techniques in advertising Designing for behavior change is our thing here on Osocio.  We discuss the wide area of social campaigns from all over the world. ‘Is it a good or bad campaign’ is our first question. And we often judge a campaign based on professional principles…
Read more


About Osocio

Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.
Read more

(the about page is also available in Bahasa Indonesia, Chinese 汉语/漢語, Deutsch, Español, Français, Italiano, Nihongo 日本語, Ivrit עברית, Filipino, Polski, Português, Russian Русский язык, Slovenčina, Suomi, Svenska and Türkçe)