Who: The Canadian Cancer Society (CCS), with Juliet for strategy and creative; Media.Monks for media.
What: “It Takes a Society,” a new brand platform that better reflects the CCS’s new mission and vision statements, while also underscoring its new purpose as a leader in the effort to unite and inspire Canadians to take control of cancer.
What: “It Takes a Society,” a new brand platform that better reflects the CCS’s new mission and vision statements, while also underscoring its new purpose as a leader in the effort to unite and inspire Canadians to take control of cancer.
When & Where: At the heart of the campaign is a minute-long video with 30-, 15- and 6-second cutdowns that are running across broadcast TV, supported by social, search, display, OLV and out-of-home.
Why: This is the first brand refresh for the non-profit in about five years, said Pamela Mollica, EVP of marketing and communications for the non-profit. It reflects key shifts in its strategic direction, including the adoption of new organizational values and a new brand purpose. “Those shifts prompted thinking and discussions around how to align our brand, and we thought it was time for a new platform.”
Along with incorporating the new purpose in its marketing, the CCS is also taking the opportunity to adjust its target audience. While the organization’s donor base is primarily over 50, the Society is aiming to appeal to a slightly younger target demographic with this platform, setting its sights on Canadians 35 and older.
“We wanted to work on a brand platform that’s inclusive of a more diverse audience overall,” Mollica added. “And as a result of market research, we knew there’s an opportunity to increase our relevance with our audience.”
How:The platform is launching with the 60-second spot and various cutdowns that showcase how “everyone has a role to play,” Mollica said, from caregivers and scientists to survivors and volunteers.
It begins with a man receiving a cancer diagnosis, and then follows his journey through the various ups and downs while highlighting the support he receives not only from doctors and nurses, but also from therapists, neighbours, the broader community and, of course, his family. It ends with the message "Nothing big gets solved by one person," before introducing the "It Takes a Society" tagline.
“The ‘It Takes a Society’ message hit the bullseye for us in terms of really recognizing that cancer is too big and too complex for any person or organization to take on alone,” she added. “The idea of togetherness really resonates emotionally and also provides a level of support and confidence that people who are going through something like cancer really appreciate and feel that they need.”
Following the first wave of material, out-of-home will be added around World Cancer Day (Feb. 4), which is also when the Society will release three minute-long “storyteller videos,” said Mollica.
Those videos—two featuring survivors, and a third featuring a cancer researcher—are “testimonials from people who talk about why community was important when it came to their work researching or journey through cancer,” and help hammer home the platform's core message.
And we quote: "Ultimately, the goal is that the campaign resonates emotionally with Canadians and makes them feel that donating to the Canadian Cancer Society will have a significant and direct impact on the lives of people with cancer.” — Pam Mollica, executive vice-president, marketing and communications, Canadian Cancer Society
