Canadian Cancer Society: Fearless challenge

This case study explains how the Canadian Cancer Society overcame a decline in donations by asking people to face their fears to change the conversation about cancer in Canada.

Canadian Cancer Society: Fearless challenge

Canadian Cancer SocietyLowe Roche; UM Canada; Lowe Profero; Convio; Blackbaud; Vision Critical; Ipsos

Summary

In 2014, the Canadian Cancer Society was facing a challenge – a significant slowing of dollars coming into the charity's coffers as a result of a loss of share to a number of other charities. We needed to understand how we could reignite Canadian's commitment to the Canadian Cancer Society, but quickly realized we needed to tackle not just the image of the CCS, but actually how cancer is perceived by Canadians as a whole.

The result was the Fearless...

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