The Breast Cancer Society of Canada (BCSC) gave us a challenging task. In addition to raising awareness, we had to establish a clear point of difference from other cancer-based charities. BCSC is the only not-for-profit organization that is completely dedicated to research. And the benefits of BCSC’s funding are making a positive difference for cancer sufferers in all communities, regardless of race, colour and religion.

“Research saves lives. Ask any breast cancer survivor” captured the essence of our messaging which was further enhanced by dramatic “tears of joy” images in print, TV, social media and OOH.