Who: BC Cancer Foundation, with Wasserman for strategy and creative; Good Idea for production (directed by Ross Allen); Olivia Van Dyke for photography; PostPro Media for post-production; Wave Productions for sound; and Elevator for media.
What: “Life Beyond Cancer,” new creative for year two of the “Beyond Belief” campaign to raise $500 million to improve cancer care for all British Columbians.
When & Where: The campaign launched in mid-October, and is running until the end of the year on TV, social / digital, print, and out-of-home.
Why: BC Cancer Foundation has already picked up “remarkable momentum” since the campaign’s launch last year, said Anne Donohoe, vice-president and chief marketing officer.
For year two, BCCF and its new agency Wasserman wanted to show how research can help patients live full lives beyond cancer.
“The Foundation’s purpose is to empower BC Cancer’s experts to continue advancing innovations and care, with the vision of one day creating a world free from cancer,” said Donohoe in a release. “The patients featured in ‘Life Beyond Cancer’ showcase what that world will look like and what can be achieved if we all go Beyond Belief.”
How: The creative features stories of cancer survivors living their “life beyond cancer,” juxtaposed with the work being done by some of B.C.’s cancer experts. All of the creative pushes to GoBeyondBeliefBC.ca which includes more information about the people and work featured in the campaign, as well as how to donate.
“The campaign shares what life beyond cancer means, at a very personal level, and reinforces why going Beyond Belief is so critical,” said Wasserman president Cam Landell. “The patients and experts featured in this campaign create a compelling visual of what BC Cancer is capable of through the power of philanthropy.”