Canadian Cancer Society : Join the Fight - Fight (French)

information

Using an emotional, personal call to action, the Canadian Cancer Society, a national community-based organization of volunteers, is launching an impassioned movement called “Join the Fight” to rally Canadians to battle cancer. 

The Canadian Cancer Society’s “Join the Fight” movement urges Canadians to fight cancer with their voice, with their time, or with important donations. By joining the fight, Canadians will help prevent cancer, save lives and support those living with cancer.

Created by DDB Canada, the multi-media campaign introduces the Society’s new, spirited approach to fighting cancer in a memorable, heart-rending way. It solidifies the organization’s mission of eradicating cancer and enhancing the quality of life of people living with cancer.

“Through this campaign, we want to motivate Canadians to ‘Join the Fight’ and show cancer that we’re its number one enemy. We won’t back down until we make cancer history,” says Canadian Cancer Society President and CEO Peter Goodhand. “Every three minutes, another Canadian is faced with fighting cancer. This movement transforms the sadness and anger that cancer can cause into a powerful collective resolve to fight back and say ‘Enough is enough.’ It’s a way of showing that we won’t back down until we end cancer once and for all.” 

“Join the Fight” is calling out to Canadians via TV, print, online and radio executions in both English and French and raise awareness of the Society’s new microsite, www.fightback.ca. 

All the materials powerfully feature the campaign’s creative hallmark: emotional, unrehearsed testimonials from real “fighters” – people living with cancer, as well as from their family members and friends. 

“Every day, millions of Canadians show their fighting spirit in inspiring ways. From bravely fighting back against cancer, to funding research, or advocating for public policies that will protect the health of all Canadians, they exemplify the many ways you can fight back,” says Andrew Simon, SVP, creative director, DDB Canada, Toronto. “This spirit is captured in the campaign by using people who are actually affected by cancer; none of them are actors. The resulting testimonials are incredibly raw and real and the tone is extremely personal.” 

A gripping short film entitled “Fight” is taking this creative approach a step further and onto YouTube and Facebook. “Fight” features a variety of real “fighters” (not actors) in different settings talking to cancer – as if it was a real person. The unrehearsed responses are passionate examples of how the campaign transforms the range of emotions that cancer causes into a powerful collective resolve to fight. 

The French-language version of “Fight” has another group of “fighters” seated like an extended family around a large dinner table. The men, women and children gathered take turns berating an unseen, uninvited person – cancer. Together, these people share the reasons why they fight cancer and dramatically reveal their determination never to give up the battle against it. 

Both versions of “Fight” end with the call to action: “Every three minutes another Canadian is faced with fighting Cancer. Join the fight.” 

Radar DDB, the social media marketing division of DDB Canada, will be using “Fight” to draw attention to the “Join the Fight” movement in various social media forums. Additionally, “Fight” was previewed as a trailer at the popular Vancouver International Film Festival.

The print and radio elements of the campaign also use the same unusual and impactful technique of talking to cancer or personifying it to deliver the message and direct people back to www.fightback.ca. 

Two 30-second TV PSAs are also hitting the airwaves. Entitled “Nurse” and “Scars” they take a slightly different approach, again using real cancer survivors to tell the story. In “Nurse,” a man’s hands are being bandaged in a hospital room. The fit, grim patient has the appearance of a boxer and he stoically taps his fists together like a boxer would before a match. The other PSA, “Scars,” has an unscripted group of cancer survivors at a coffee shop talking and comparing their scars to help show that more people are surviving cancer than ever before. Both ads deliver cancer statistics and call on Canadians to join the fight by visiting www.fightback.ca.

“With such a multitude of cancer-related charities competing for attention and support, it was time for the Canadian Cancer Society to reassert its role and refresh its image,” says Simon. 

The Society selected DDB Canada to create the nation-wide “Join the Fight” campaign after a competitive review process. DDB Canada was also chosen by the Society’s Ontario Division to extend the engagement campaign throughout Ontario. 

Reintroducing people to the Canadian Cancer Society and what it does is a creative assignment very well suited to DDB Canda. The agency has exceptional experience with cause and social marketing. The agency has helped many charities and non-profit groups achieve their organizational goals. Recently, DDB Canada has created effective, award-winning campaigns for organizations like The Looking Glass Foundation, Toronto and Vancouver Crime Stoppers, Canadian Blood Services, and the United Way of Lower Mainland.