The Nation's Health + [Public Awareness]

Canadian Breast Cancer Foundation - Run For The Future

The Canadian Breast Cancer Foundation (CBCF) and DARE are launching an emotive new national campaign across TV, print, radio and online, to drive participation in the annual Canadian Breast Cancer Foundation CIBC Run for the Cure being held this year on Sunday, October 6.

The new campaign was born through a strategic planning process, built on a compelling goal: with the support of the community, the Canadian Breast Cancer Foundation will realize its vision of creating a future without breast cancer.

While CBCF’s vision is a clear one, previous Run marketing campaigns had taken a retrospective view, in memory of those who have struggled with the disease. DARE saw the need to re-focus on the central mission, making clear that the CIBC Run for the Cure is a step towards change for the future of women across Canada. The resulting campaign was thus developed around the strategic territory of “Running for the Future” – a future without breast cancer.

The creative, developed by DARE`s Executive Creative Director Paul Little, brought this strategic insight to life using the simple yet powerful concept of children telling us who they are running for in the future. Whether a daughter, wife or granddaughter who might be diagnosed with breast cancer, the campaign highlights that it is a future that they shouldn’t have to face, if we continue to raise funds and work toward finding a cure for breast cancer.

The TV executions, shot by Philistine, which is currently directors Tim Godsall and Steven Diller from OPC //FS, each focus on one story told by a child of the future person they are running for, while the print, shot by Melodie McDaniel from Brydges Mackinney, shows the simple line of who the children are running for in the future.

Chris Burke, Senior Manager, Event Marketing at CBCF, explains, “All charities, particularly health and cancer charities, are facing the challenge of a more crowded, sophisticated and competitive marketing environment. For CBCF, that’s comes against the backdrop of some great achievements in recent years. In 2012, it was estimated that 88 percent of women diagnosed with breast cancer will be alive five years after diagnosis, a 10 percent increase in the survival rate since 1987. This campaign reframes the discussion; making the cause relevant to everyone again and making people realize that this is still very much a cause that they should do something about, for women now and in the future.”

"We wanted to switch things up this year” adds DARE ECD Paul Little. "We wanted a different kind of logic that would make people really think about why they should participate in this event. The unfortunate reality is that breast cancer is harsh, but reminding us of that in a heavy handed ad isn't new. We wanted to surprise people and help them feel motivated by this initiative again.”
The national campaign consists of four 30 second TV commercials (3 in English and 1 in French), five print pieces, 2 radio spots and online banners. It also features strong social media elements, to extend the relationship with participants well before and beyond Run day. This includes a Facebook App that helps people submit their reasons for participating, creating shareable content to encourage people to support their friends who are getting involved.

The campaign will be in market from June 3rd 2013 through to run day on Sunday, October 6, 2013. For more information or to sign up to participate, please visit www.runforthecure.com.

Credits:
Agency: DARE
Executive Creative Director: Paul Little
Copywriter: Paul Constantakis, Paul Little
Art Director: Paul Little
Agency Producer: Mike Hasinoff, Matthew Sy, Jeff Maynard
Account Lead: Penny Norman, Jillian Pearson
Planner: John Hall
Media Agency: Vizeum
Media Lead: Lynn Mayer
Director: Philistine (currently Tim Godsall and Steven Diller)
Production Company: OPC //FS
Executive Producer: Harland Weiss, Donovan Boden
Producer: Isil Gilderdale
Director of Photography: Andre Pienaar
Editorial: School
Editor: Brian Wells
Telecine: Company3
Colorist: Tom Poole
Online & Finishing: Fort York
Sound Design & Mix: Grayson Matthews
Photographer: Melodie McDaniel at Brydges Mackinney