BRINGING CHILDHOOD CANCER MARKETING BACK TO REALITY
LET’S FACE THE UNIMAGINABLE
CHILDHOOD CANCER CANADA
Childhood cancer is far more than kids in superhero capes and boxing gloves. The disease impacts more than 10,000 families in Canada alone – with 6 new children being diagnosed every single day. So instead of sugar-coating the struggle, we gave Canadians an unfiltered look into life with a child who has cancer.
The national platform, "Let's Face the Unimaginable" pushes past the reflexive response, "I Can't Imagine" — and urges Canadians to sit with the raw reality of what childhood cancer does to a family.
The hero spot follows four real Childhood Cancer Canada families.
Kyle Smith, Director, Childhood Cancer Canada
“well-meaning loved ones aim to provide a shoulder to cry on, but say things like ‘I can’t imagine what you’re going through,’
We take that back and say, WHAT IS IT THAT THEY CAN’T IMAGINE?”
CREDITS:
Senior Copywriter: Nuala Murray
Senior Art Director: Mriga Suchdeva
Director: Jason Van Bruggen
Executive Creative Director: Lindsay Eady
Executive Design Director: Adriana Ivory
Chief Creative Officer: Shane Ogilvie