PRINCESS MARGARET HOSPITAL LIFETIME

Creative Director / Concept
Campaign created for Princess Margaret Hospital to reach new donors.

Challenge: As Princess Margaret Hospital publicly claimed that were going to 'conquer cancer in this lifetime', they realized they needed to broaden their campaign to attract new supporters. Their goal was to gain the support and donations from individuals affected, in one way or another, by the disease in an effort to help put an end to one of the human race's biggest fights of all, the fight against cancer.

Solution: After working directly with one of the top strategists in Canada, we decided to give focus to the one thing that deeply connected our target audience. Dates. People affected by cancer save, remember or await specific dates in time related to their experience whether fighting cancer themselves or supporting a loved one.

By donating to the cause, people gained access to this website that represented a future without cancer. The atmosphere created was welcoming, peaceful and full of hope. Here, supporters could save any date in time and dedicate it to themselves or their loved ones, by creating a profile full of inspirational messages and photos. These profiles were able to be shared within the online community and also viewed by outside visitors.