The best of non-profit advertising and marketing for social causes

Confronting fears for funding cancer research

Confronting fears for funding cancer research

Canadian Cancer Society: What are you afraid of?

The Canadian Cancer Society just launched their new fundraising campaign with the title ‘Fearless Challenge’. It is an invitation to all Canadians to confront their fears to help those living with cancer.
Money raised through the Fearless Challenge will fund cancer research and help patients and their families through support services.

Susan Drodge from The Canadian Cancer Society: “The society is committed to creating a world where no Canadian fears cancer, but we are not there yet. We know that more work needs to be done because a cancer diagnosis is still one of the scariest things a person can face.”

Participating in the Fearless Challenge is easy. Participants need to register a fear, upload a video and start fundraising.
From spiders to heights, to singing in public, no fear is too big or too small.

In total 20 high-profile Canadians are endorsing or participating in the Fearless Challenge, including Jason Priestley, Jesse Palmer, Natalie Brown, Italia Ricci, Robbie Amell and Jonathan Keltz.

Canadian Cancer Society: What are you afraid of?

Canadian Cancer Society: What are you afraid of?

Advertiser:
The Canadian Cancer Society
Agency:
Lowe Roche, Toronto
Additional credits:
Creative Director: Mark Mason
Creative Director: Jane Murray
Associate Creative Director: Jesse Pearson
Copywriter: Jeremy Richard
Designer: Ben Coles
Account Director: Katie Musgrave
Account Manager: Hillary Pitcher
Director of Production: Beth MacKinnon
Agency Producers: Sumit Ajwani, Jonny Pottins
Strategic Planners: Jonathan Daly, Laura Davis-Saville

Still Photography: Incision Creative
Photographer: Mark Luciani
Producer: Jesse Hunt

Production Company: Descendants
Director: James Arthurs
Executive Producer: Tasha Litt
Line Producer: Todd Huskisson

Digital Production: Lowe Profero

Digital Fundraising Agency: Charity Dynamic

Editorial: Saints
Editor: Red Barbaza

Music: “We Are the Brave” by Rebel Coast

Sound Design: Boombox

Radio Production: Pirate
Track Director: Chris Tait
Editor: Jared Kuemper
Producer: Kate Goora-Fried

Media Agency: UM
VP Client Partner: Helen Galanis
Manager, Connection Planning: Rachael McNally
Digital Strategist: Eden Pettigrew ​​

Founder of Osocio. It all started with collecting election posters in 1973. And that's never stopped. Read more.