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

New FAB1 campaign by Partners Andrews Aldridge for Breast Cancer Care. Presenter Chris Evans came up with the idea to recreate FAB1 as a modern day Rolls-Royce and rent it out to raise funds for breast cancer awareness. Rolls-Royce, a PAA client, teamed up with Evans, reproduced the car and made it available for hire.
Partners Andrews Aldridge has created an integrated campaign ‘#FAB1Million’ to support the initiative. The aim of the campaign is to raise £1 million for the charity over the next 12 months.
Press: Breast Cancer Care gets Thunderbirds’ FAB1 on the road for new campaign The iconic pink car owned by Thunderbirds character Lady Penelope, FAB1, is the driving force behind a new campaign by Partners Andrews Aldridge for Breast Cancer Care.
Presenter Chris Evans came up with the idea to recreate FAB1 as a modern day Rolls-Royce and rent it out to raise funds for breast cancer awareness.Rolls-Royce, a PAA client, teamed up with Evans, reproduced the car and made it available for hire.
Partners Andrews Aldridge has created an integrated campaign ‘#FAB1Million’ to support the initiative. The aim of the campaign is to raise £1 million for the charity over the next 12 months.
The campaign will launch on April 18th, the same day Chris Evans, Gary Barlow, James May and Prof. Brian Cox attempt to drive FAB1 from Land’s End to John O’Groats in 24 hours.
Partners created the visual identity for FAB1 Million and has collaborated with sister agency Fantastic Thinking to deliver a website showing the route of the drive and stop-off points at www.fab1million.co.uk.
The agency has also created a Twitter personality and Facebook page for the car, which will serve as the hub of information for the campaign, as well as encouraging people to donate and hire out FAB1. They also plan to support the campaign throughout the year with a series of initiatives.

Partners has collaborated with The Scarlet Life and Brand Events in making this campaign come to life.

Breast Cancer Care chief executive, Samia al Qadhi, said: “FAB1Million is an incredibly exciting project and we’re grateful to everyone involved in making Chris Evans’ brilliant idea come to life. We can’t wait to see the FAB1 Rolls-Royce on the road and raising funds to ensure that no-one faces breast cancer alone. Funds raised by FAB1Million will enable Breast Cancer Care to provide free information and support to many thousands of people affected by breast cancer. So whether you book the car for a special day or make a donation through the FAB1 text donation line, we hope everyone across the UK will get involved.”
People can take part by texting FAB to 83222 for @BCCare. Every time the total of donations reach £7,500, a lucky person will be chosen to win the FAB1 car for a day.

New York-based advertising upstart Interplanetary recently tapped Table of Content and Hooligan to help create two spots for the Leukemia & Lymphoma Society (LLS). "Today” (:60) and “Soccer” (:30) were directed by Rick Knief and edited by Eric Carlson.

The brand image campaign serves as a call to action with the promising hope of a cancer cure — thanks to treatments advanced by LLS. The spots will broadcast on network and cable stations across the nation on donated airtime. Actor Michael C. Hall (Dexter), a Hodgkin's lymphoma survivor himself, narrated the spots.

“The creatives (Bruce Lee, Jill Mcclabb, and Chris Parker) and agency producer Terry Debonis were all open and collaborative throughout the process and a joy to work with,” remarks Rick Knief, director, Table of Content. “And by teaming up with Hooligan, and having TANQ handle all the graphics and visual effects, it was one-stop shopping for Interplanetary.”

"Interplanetary has a lot of great editors and directors in their rolodex, so we were honored that they turned to us for such an inspiring campaign,” adds Eric Carlson, senior editor/partner, Hooligan.

“Today” imagines a day everyone hopes to remember: the day cancer is cured. Big news (not yet revealed to the viewer) sweeps across the city, halting everyday moments in homes, laundromats, diners, offices, gyms and train stations. Crowds gravitate towards TVs, computers and cell phones before the spot’s big reveal: a newspaper headline reading, “CANCER CURED!” The news culminates on a Times Square billboard before the closing montage shows various characters celebrating and embracing with loved ones afflicted by cancer.

Filming “Today,” Knief aspired to capture emotions of an ordinary day becoming extraordinary.

“The vignettes needed to tell the back story of an average day, while at the same time, intrigue viewers leading up to the big news,” he explains. “I shot at 40 frames per second to give the piece a heightened reality. We all want to imagine a day when cancer is cured, what it would be like, and how it will affect us emotionally.”

“Some of these moments could have played out the whole 60 seconds,” Carlson expounds on editing the spot. “I just tried to find little eye movements, or maybe a hand gesture to best capture each emotion. The big-picture goal was communicating the weight of the coming news through all the various reactions before revealing what it actually was. We held it as late as possible to let the quietness of the imagery develop and draw the viewer in.”

"Eric’s knack for finding the best moments and organizing them in a way that allowed us to experiment and explore was critical to making these spots shine,” adds Knief. “It also made for a smooth collaboration bringing Interplanetary into the editing process.”

“It was a fun day for the crew and all of the kids,” Knief recalls. “We shot at 270 frames per second to capture and emphasize the intensity of the kids playing. The languid feeling of the images really allowed for the message, delivered through graphics and voiceover, to come through loud and clear.”

Reflecting on directing a positive campaign for such an important cause, Knief describes it as an experience he and his production team will always remember:

“This job was profoundly close to me both professionally and personally,” concludes Knief. “With myself, and many others involved with this campaign, having lost loved ones to cancer, we all came out of the job inspired with the promising hope for a cure one day.”

Credits:
Client: Leukemia & Lymphoma Society
SVP, Marketing Lisa Stockmon
Sr Creative Director: Robert Santangelo
VP, Marketing & Creative Services: Martanne Kaczmarkiewicz

Ad Agency: Interplanetary
Sr Producer: Terry DeBonis
Partner, Creative Director: Bruce Lee
Partner, Creative Director: Jill McClabb
Art Director: Chris Parker
Managing Director: Joe Dessi
Production Co: Table Of Content
Director: Rick Knief
Producer: Michelle Towse

A Moment of Silence Inc. supports pancreatic cancer by creating the Steve Jobs Moment of Silence. The project is a silent digital audio file downloadable for 99 cents, and the proceeds are donated to a number cancer organizations including: The Pancreatic Cancer Action Network, The Lustgarten Foundation, and The Hirshberg Foundation for Pancreatic Cancer Research.

"The Steve Jobs Moment of Silence is an 8 second silent audio file officially available on iTunes. The 8 seconds symbolise the 8 years Steve Jobs fought pancreatic cancer. This small break in our iTunes library will remind us to never forget the man who brought us the very device The Steve Jobs Moment of Silence will live on".

Credits:
Advertising Agency: KNARF, New York, USA
Executive Creative Director: Frank Anselmo
Art Directors: Hyui Yong Kim, Bryan Wolff Schoemaker
Writers: Bryan Wolff Schoemaker, Hyui Yong Kim
Designers: Bryan Wolff Schoemaker, Hyui Yong Kim, Frank Anselmo
Client: Moment of Silence Inc.

In an effort to raise awareness for early cancer detection the Scottish Government released the Poo Song.

Here's a little ditty called 'The Poo Song' telling all older folk to test their poo. http://bowelscreeningtest.org

9 out of 10 people survive bowel cancer if caught early but the early signs are often hidden. So, tell your mum, dad and your second Uncle Vlad to take the test.

Bowel cancer is the third most common cancer in Scotland and the risk getting it increases with age. That's why the test is posted through every 50-74 year old's door once every two years. If anyone you know is that age, show them this video and get them to test their poo.

Credits:
Creative Advertising Agency: The Leith Agency, UK.

Favourite bums by Ogilvy Montreal

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The University of Oklahoma wanted to position its new cancer center as the best in the region with a message of hope. Milwaukee agency BVK didn't want a maudlin ad full of hand holding, hugs, and worried children. "How do we do another spot about hope that feels fresh?" asks creative director Mike Holicek. They chose to focus on the hair loss that comes with chemotherapy—an often traumatic experience for women, who feel they are losing their femininity. Their 60-second spot flips that script: It opens with a woman at her lowest point, alone at dawn, head bald, a tear falling down her cheek. Then, as she goes about her morning routine, her hair grows back, little by little, scene by scene, until she has a full head of hair. The change is so gradual that there's a sudden moment of recognition when the viewer realizes what is happening—a spark of delight that hints at the longer glow of hope the client can provide.

COPYWRITING: The ad is understated and uncomplicated—ordinary domestic scenes with "little moments of real life that are not spectacular," says director Rafael Fernandez. The woman showers, dresses, and makes a sandwich for her daughter. "It's the mother's struggle, it's her moment," explains BVK executive creative director Rich Kohnke. The action takes place over several months, but it's shot as though it were a single morning—which makes the healing process feel quietly magical. At the end, a female voiceover says: "When you have every resource for beating cancer, you have every reason for hope. Pioneering research and treatments from the new cancer center at OU Medicine. Another level of medicine." On-screen copy adds: "Oklahoma's only comprehensive cancer center," followed by the OU Medicine logo and Web address.

ART DIRECTION: The woman's hair is the main visual motif. The agency considered using CGI to show the hair growing continuously. That felt over the top. Instead, Fernandez shot everything in camera. He filmed the scenes in reverse order, and had the actress cut her hair between each one—seven trims in all. The spot begins in gloomy dark blues, and then brightens—but not excessively. "We wanted to stay within the same universe and just come to the brighter version of that world," says Fernandez.

FILMING: The ad was shot in a single day in a house in the Brentwood section of Los Angeles. The camerawork is subtle and elegant. "Most of the shots have just a little bit of floating to them," says Fernandez. "It has that feeling that you're witnessing these scenes as a person there."

TALENT: The actress, Heather Ann Smith, was able to transition from despair to measured hope with simple movements and gestures. For the first scene (the last one shot), Fernandez helped to get Smith in the mind-set by narrating a piece of text he had written about "what I thought would go through someone's mind who is faced with a situation where the hopes and dreams of their life may never come to fruition." Shaving one's head is a drastic move for an actress, but after shooting, Smith landed a role on Torchwood that called for short hair. She also had the support of her fiancé, even though their wedding was approaching.

SOUND: The composer, Bryan Mir, came up with a Spanish-flavored acousticguitar track that the creatives felt, against all odds, fit perfectly. The client hated it. They went with an acoustic guitar track that was more toned down.

MEDIA: Broadcast and cable across Oklahoma and into neighboring states, where there aren't other major medical centers.

Credits:
Client: OU Medicine
Agency: BVK, Milwaukee
Executive Creative Director: Rich Kohnke
Creative Directors: Mike Holicek/Mike Scalise
Writer: Mike Holicek
Art Director: Rich Kohnke
Agency Producer: Allison Lockwood
Account Supervisor: Tricia Lewis
Account Executive: Ali Dawe
Director: Rafael Fernandez, Green Dot Films
Editor: Bryan Mir @ Blend Studios, Milwaukee
Colorist: Mike Matusek @ Nolo Digital Film in Chicago
Music: Bryan Mir @ Blend Studios, Milwaukee
Sound Design/Audio Mix: Steve Kultgen @ Independent Studios in Milwaukee
via: Tim Nudd | Adweek

here is a great new ad from the creative ad agency Y&R, Peru for the League Against Cancer. The ad, featuring an attractive young lady at the beach in a typical beach like setting, add some Jaws theme music and unless you didn't read the ad title you would have been pleasantly surprised to learn this is a PSA for Cancer awareness.

Credits:
Advertising Agency: Y&R, Peru
Executive Creative Director: Flavio Pantigoso
Head of Art: Christian Sánchez
Copywriter: André Toledo, Gino Bernabè
Art Director: Alejandro Bottas
Agency Producer: Fiorella Barrantes
General Manager: Eduardo Grisolle
Account Director: Manuel Ahumada
Account Executive: Gabriela Misari
Production: Chita Films
Director: Mikael Stornfelt
Photography / Camera: Beto Gutiérrez
Camera Assistant: Luis Enrique Cateriano
Assistant Director: Juan Diego Servat, Quique Anaya
Art Director: Brissa García Checa
Art Assistant: Wendy Gonzales
Line Production: Cecilia Bracco
Executive Producer: Diane Varela
Field Production: PSV Producciones

A father today explained the shock tactics behind an advertising campaign he has launched to help find a cure for his six-year-old son’s muscle-wasting condition.

Harrison Smith was born with duchenne muscular dystrophy, which leads to loss of movement and, eventually, paralysis. Sufferers have a life-expectancy of around 25.

There is no treatment and no cure, but his father Alex has given up his job to dedicate himself to finding one. He hopes to achieve this by funding research through his charity Harrison’s Fund.

A campaign for the charity, launching today, features a picture of Mr Smith and Harrison and carries the slogan: “I wish my son had cancer”.

Explaining the advert, which appears on page 20 of the Standard, Mr Smith said: “For many people the notion of even wishing your child had cancer would be tough to understand, how could I wish a terrible disease on my own child? But the brutal truth is that there is a treatment in most cases. With duchenne there is no treatment, no cure, it’s 100 per cent fatal and at the moment one day he will be dead.” via: London Evening Standard.

Alex explains the disease and the ad in the video below. More at http://www.harrisonsfund.com/

You don't have to be good to be healthy is the Canadian Breast Cancer Foundation new print ad campaign tag. More info from CBCF at www.reduceyourrisk.ca

A web film was released earlier in January encouraging individuals to share their #OneNewThing by getting out of their comfort zone and trying new things, healthy, active things to help reduce the risk of breast cancer.

Advertising Agency: Idea Studio
Creative Director: Bruce Sinclair
Production company: The Film Group
Director: Michael Haldane
Editor: Ross Birchall / Bijou Editorial
Online editing: Track & Field
Transfer: Alter Ego
Music: Vapor Music
Media: Twenty6Two International

Steve Carell, Ken Jeong and Colin Hanks stand up to Cancer in this great new commercial for MLB entitled "Baseball Believes."

Baseball believes we can end cancer forever. Join Major League Baseball and Stand Up 2 Cancer at standup2cancer.org to help find a cure

The trio re-create "signature moments in baseball history that led fans across the nation to believe that anything was possible," and yes the spot was filmed at Fenway Park.

Credits:
Creative team for the Baseball Believes campaign includes Janet Champ and Rick McQuiston for Switzerland and Director Andrew Becker @radicalmedia.

Four of our favorite female Super Hero's: Wonder Woman, She Hulk, Storm and Catwoman check their breast for a Breast Cancer print ad campaign for ALCC (Associação da Luta Contra o Cancer. The Heroines originally published back in 2011 in Mozambique with the tagline, "When we talk about breast cancer, there’s no women or superwomen. Everybody has to do the self-examination monthly. Fight with us against the enemy and, when in doubt, talk with your doctor" are too good to leave buried in the archives.

Credits:
Ad Agency: DDB Mozambique.
Creative directors: Anderson Lima, Zeca de Oliveira.
Creatives: Sara Vale, Christiano Vendramine, Erick Vasconcelos.
Illustrator: Maísa Chaves.
Graphic producers: Faruk Issufo, Mauro Mussagy.
Planner: Cristiana Oliveira.
Account team: Vasco Rocha, Christine Ramela and Fernanda Neves.
Media: Khida Ismael.

We wont be seeing Lance Armstrong and Nike together any longer nor as chairman of LIVESTRONG, the cancer non-profit organization he founded. Nike gave him the boot today and Lance stepped down from Livestrong via a Tweet. Nike is continuing to support Livestrong...Rough day for Lance.

NIKE STATEMENT ON LANCE ARMSTRONG

Due to the seemingly insurmountable evidence that Lance Armstrong participated in doping and misled Nike for more than a decade, it is with great sadness that we have terminated our contract with him. Nike does not condone the use of illegal performance enhancing drugs in any manner.

Nike plans to continue support of the Livestrong initiatives created to unite, inspire and empower people affected by cancer.

Orchid, the testicular cancer organization and creative ad agency Fallon, London, team up to create "Bauballs."

Decorate your tree with some festive bravado and help a good cause by grabbing or sharing some Bauballs. We’ve teamed up with Orchid to create some Christmas tree ornaments that raise money and awareness of testicular cancer.

Get your Christmas BallSack and support the cause at www.checkyourbauballs.com

MasterCard stands up to Cancer and goes running to raise money.

MasterCard follows Eric Stonestreet in the latest Priceless ads as he races to thank those who stood up to cancer just by paying for their meal with their MasterCard.

Credits:
Advertising Agency: McCann XBC, USA
Chief Creative Officer: Joyce King Thomas
Executive Creative Director: Pete Jones
Executive Producer: Kathy Love
Executive Music Producer: Peter Gannon
Senior Business Affairs Manager: Danielle Korn
Business Affairs Manager: Paulette Reiner
Production Company: Uber content
Director: Fred Savage
Director of Photography: David Jones
Executive Producer / Partner: Preston Lee
Executive Producer: Steve Wi
Line Producer: Alexandra Lisee
Edit: Cut and Run
Editor: Jon Grover
Assistant Editor: Adam Badonza
Executive Producer: Rana Martin
Audio Post: Sonic Union
Mixer: Steve Rosen
Music Editor: Mike Boris

Knowing that most people support a cause when they feel personally connected, the focal piece of our campaign is a film that’s based on a true story. Through her eyes, we experience the full arc of her story from diagnosis through to cancer treatment. Andrew Simon, chief creative officer at Cundari.

Creative Credits:
Ad Agency: Cundari, Toronto
Art director: Jason Lee
Writer: Francesco Grandi
GCDs: Cory Eisentraut, Mike Sipley
Chief creative officer: Andrew Simon
Producer: Alina Prussky
Director: Michael Lawrence
DOP: Kiel Milligan
Production company: Sons and Daughters
Editorial: Married to Giants
Sound: Apollo Music
Colour: Tricia Hagoriles/Alter Ego

Men aged 16-30 are by far the most in demand as stem cell donors, but they make up only 15% of the register. Men are encouraged to sign up today and be the man at www.anthonynolan.org/marchofthemen and share with the hashtag #MarchOfTheMen

Creative Credits:
Production company: Spectrecom Films
Creative: Danielle Wilmott
Creative producer: Clemence Bartram
Director: Matt O’Brien
Camera: Alex Kerr, Dan Berens
Editor: Alex Kerr
Audio: Ted Dokov

Do you remember the pictures of black lungs we were shown at school? Tobacco Body is exactly the same thing done for the iPad age. It is a tool for teachers to show how tobacco changes our bodies. 358 Helsinki has been working with Cancer Society of Finland since the inception of their agency cracking the same problem: How do they get teenagers to think critically about smoking?

This time they thought about the school world and soon realized that those pictures in the books are still the same. Isn't it time for an update? Can't technology make the shock effect more shocking?

Client: Cancer society of Finland;
Agency: 358 Helsinki;
Production: !noob;
Country: Finland;
Creative Director: Erkki Izarra;
Art Director: Maria Fridman;
Art Director: Ville Kovanen;
Copywriter: Jonathan Mander;
Copywriter: Valtteri Väkevä;
Copywriter: Anna Lundqvist;
Account Director: Sonja Eiramo;
Agency Producer: PEGGY PETRELL;
Agency Producer: KRISTA DURCHMAN;
Client: Virve Laivisto.

An emotional and uplifting new TV ad for Toronto's Hospital For Children's (Sick Kids) fall brand campaign. The commercial is wrapped around their signature line "Together We Will," and helps to capture the strength, compassion and determination that make SickKids the incredible place that it is.
This spot feature real SickKids patients, families and staff singing along to Roy Orbison's "You Got It" and highlights unconditional love among families and the lengths to which they go, together with SickKids staff, to help make sick children better.

Learn more about the campaign please visit www.sickkidsfoundation.com/together. Full Press Release below.

SickKids campaign rallies community to come together to support children’s health “Together We Will” emphasizes strength in unity Picture this: A four year old leukemia patient braving the MRI table for his next scan. A newborn in an isolet hooked up to oxygen. A child being rushed to the emergency department by ambulance. A dad cradling his baby in a rocking chair in the baby’s hospital room. A teenage cancer patient in her bedroom putting on her wig. A mom and her son doing crafts in a hospital playroom in between his treatments.

These are just some of the scenes portrayed in a new marketing campaign for The Hospital for Sick Children (SickKids) set to launch November 12 for six weeks through to December 31, leading up to the busiest giving season of the year. The campaign is centred on the tagline “Together We Will” and emphasizes the strength of a community coming together to help improve children’s health. SickKids staff, patients and families featured in the ads help capture the strength, compassion and determination that makes the hospital an incredible place to the thousands of families who rely on it each year.

The creative concept is brought to life with a focus on the breadth of people it takes to help a sick child, both at home and at SickKids. Set to the emotional lyrics of Roy Orbison’s You Got It, the television spots feature children, youth and their parents together with SickKids staff in real hospital settings singing along to “…anything you want… you got it… baby.” The spot closes with the caption: We’ll do anything for them. But we can’t do it alone. Together We Will.

Twelve patient ambassadors aged 17 months to 17 years old from throughout Ontario, with conditions ranging from brittle bone disease to organ transplants and various childhood cancers, are featured in the campaign. Although many of them are in active treatment, these young patients muster all of their energy to sing along and lend their help to inspire people to support the hospital through donations.

“These scenes capture some of the most poignant moments between a child and their parents or their medical team, reflecting the family-centred care approach at SickKids,” says Ted Garrard, President and CEO, SickKids Foundation. “This campaign truly illustrates the lengths to which staff and families will go, together, to help improve and save children’s lives. Families know they can count on the multidisciplinary medical teams at the hospital when their children need them. This holiday season we need the community’s support to help SickKids continue to be there for anything our patients need, now and in the future.”

In keeping with the spirit of a community joining forces to help children who need life-saving medical care, a mural featuring leukemia patient Hunter Kemp, 5, and a sampling of 19 representatives from his SickKids circle of care will be installed at Dundas subway station. In the mural, Hunter is joined by his family and his extended SickKids family who have been there for him throughout his cancer treatment, including everyone from his nurse and oncologist to his Child Life Specialist and psychologist. Hospital President and CEO Mary Jo Haddad is also featured. The mural symbolizes the group of people who come together when a child is seriously ill and bears the caption: Together We Will. No Matter How Many of us it Takes. The mural is the focal point of a subway station domination which also includes branded wrapped pillars, stairs and turnstiles.

The ‘Together We Will’ theme is also integrated with the print campaign which features patients photographed with either a parent or someone from their SickKids medical team with aspirational claims of what can be achieved together with community support. Together We Will Make a Hospital Feel Nothing Like a Hospital and Together We Will Search for Answers are examples of how the print campaign aims to inspire people to help SickKids achieve its vision to advance children’s health in Toronto and around the world.

Elements of the campaign include mass marketing with television, print and out-of-home advertising including a branded domination at Dundas subway station and at 10 Dundas St. E., elevator wraps in 35 buildings and presence on 110 elevator screens throughout buildings in downtown Toronto. A: 60 second television spot is the focus of the campaign, with supporting 15-second spots, print ads and digital banner ads. The 60-second spot will run before every movie in six Cineplex theatres in the Greater Toronto Area.

There is also a digital component called SickKids Free Movie Day. People can help fill a virtual theatre online at www.sickkidsfoundation.com/together to send SickKids kids on an exclusive movie experience this holiday season. Cineplex will provide a complimentary movie screening for young patients who are healthy enough to attend the theatre in the new year.

The campaign website will go live on November 9 at www.sickkidsfoundation.com/together and will feature the 60-second television commercial and patient stories. People who wish to support SickKids can donate by visiting the Together We Will campaign website.

The Together We Will concept, creative and digital development was handled by JWT and media planning and buying was handled by Maxus. Partners Film produced the television spots, directed by Kathi Prosser, and photography for the print campaign was done by award winning photographer and filmmaker Mark Zibert.

Credits:
Client: Sick Kids Foundation
Agency: JWT, Toronto
VP/Managing Director: Neil MacLellan
Copywriter: Jed Churcher
Art Director: Andy Brokenshire
Agency Producer: Raquel Rose
Account Director: Michelle Ching
Production Company: Partners Film
Director: Kathi Prosser
Executive Producer: Aerin Barnes
Line Producer: Amalie Bruun
Director of Photography: Tico Poulakakis
Editing Company: Panic and Bob
Editor: David Baxter
Music: Eggplant
Producer & Music Director: Adam Damelin
Producer: Nicola Treadgold

Orchid, the testicular cancer organization and creative ad agency Fallon, London, team up to create "Bauballs."

Decorate your tree with some festive bravado and help a good cause by grabbing or sharing some Bauballs. We’ve teamed up with Orchid to create some Christmas tree ornaments that raise money and awareness of testicular cancer.

Get your Christmas BallSack and support the cause at www.checkyourbauballs.com