Join the Fight - Fight (English)
Using an emotional, personal call to action, the Canadian Cancer Society, a national community-based organization of volunteers, is launching an impassioned movement called Join the Fight to rally Canadians to battle cancer. The Canadian Cancer Societys Join the Fight movement urges Canadians to fight cancer with their voice, with their time, or with important donations. By joining the fight, Canadians will help prevent cancer, save lives and support those living with cancer. Created by DDB Canada, the multi-media campaign introduces the Societys new, spirited approach to fighting cancer in a memorable, heart-rending way. It solidifies the organizations mission of eradicating cancer and enhancing the quality of life of people living with cancer. Through this campaign, we want to motivate Canadians to Join the Fight and show cancer that were its number one enemy. We wont back down until we make cancer history, says Canadian Cancer Society President and CEO Peter Goodhand. Every three minutes, another Canadian is faced with fighting cancer. This movement transforms the sadness and anger that cancer can cause into a powerful collective resolve to fight back and say Enough is enough. Its a way of showing that we wont back down until we end cancer once and for all. Join the Fight is calling out to Canadians via TV, print, online and radio executions in both English and French and raise awareness of the Societys new microsite, www.fightback.ca. All the materials powerfully feature the campaigns creative hallmark: emotional, unrehearsed testimonials from real fighters people living with cancer, as well as from their family members and friends. Every day, millions of Canadians show their fighting spirit in inspiring ways. From bravely fighting back against cancer, to funding research, or advocating for public policies that will protect the health of all Canadians, they exemplify the many ways you can fight back, says Andrew Simon, SVP, creative director, DDB Canada, Toronto. This spirit is captured in the campaign by using people who are actually affected by cancer; none of them are actors. The resulting testimonials are incredibly raw and real and the tone is extremely personal. A gripping short film entitled Fight is taking this creative approach a step further and onto YouTube and Facebook. Fight features a variety of real fighters (not actors) in different settings talking to cancer as if it was a real person. The unrehearsed responses are passionate examples of how the campaign transforms the range of emotions that cancer causes into a powerful collective resolve to fight. The French-language version of Fight has another group of fighters seated like an extended family around a large dinner table. The men, women and children gathered take turns berating an unseen, uninvited person cancer. Together, these people share the reasons why they fight cancer and dramatically reveal their determination never to give up the battle against it. Both versions of Fight end with the call to action: Every three minutes another Canadian is faced with fighting Cancer. Join the fight. Radar DDB, the social media marketing division of DDB Canada, will be using Fight to draw attention to the Join the Fight movement in various social media forums. Additionally, Fight was previewed as a trailer at the popular Vancouver International Film Festival. The print and radio elements of the campaign also use the same unusual and impactful technique of talking to cancer or personifying it to deliver the message and direct people back to www.fightback.ca. Two 30-second TV PSAs are also hitting the airwaves. Entitled Nurse and Scars they take a slightly different approach, again using real cancer survivors to tell the story. In Nurse, a mans hands are being bandaged in a hospital room. The fit, grim patient has the appearance of a boxer and he stoically taps his fists together like a boxer would before a match. The other PSA, Scars, has an unscripted group of cancer survivors at a coffee shop talking and comparing their scars to help show that more people are surviving cancer than ever before. Both ads deliver cancer statistics and call on Canadians to join the fight by visiting www.fightback.ca. With such a multitude of cancer-related charities competing for attention and support, it was time for the Canadian Cancer Society to reassert its role and refresh its image, says Simon. The Society selected DDB Canada to create the nation-wide Join the Fight campaign after a competitive review process. DDB Canada was also chosen by the Societys Ontario Division to extend the engagement campaign throughout Ontario. Reintroducing people to the Canadian Cancer Society and what it does is a creative assignment very well suited to DDB Canda. The agency has exceptional experience with cause and social marketing. The agency has helped many charities and non-profit groups achieve their organizational goals. Recently, DDB Canada has created effective, award-winning campaigns for organizations like The Looking Glass Foundation, Toronto and Vancouver Crime Stoppers, Canadian Blood Services, and the United Way of Lower Mainland.
Agency: DDB Canada, Toronto Client: Canadian Cancer Society Creative Director: Andrew Simon Associate Creative Director: Todd Mackie Associate Creative Director: Shane Ogilvie Agency producer: Marie-Pierre Toure Business Unit Director: Jennifer Journeaux Account Supervisor: Jennifer Patterson Production House: Industry Films Director: Jeff Labbe DP: Glen Keenen Producer: Gail Goldsack Editing House: Bijou Editor: Ross Birchall Music House: Pirate Radio and Television Music director: Chris Tate Music Director: Stephanie Pigott Music producer: Joanne Uyeyama