TORONTO (ON) –
The Canadian Cancer Society (CCS) has launched a bold new national campaign, Backing Canada’s Brightest Science, showcasing the groundbreaking research powered by CCS-funded scientists across the country. Spanning television, digital, outdoor, social, and owned channels, the campaign aims to spotlight the real-world impact that Canadian cancer researchers are making – and inspire public and donor support for the discoveries that save lives.
Developed in partnership with Juliet, the campaign runs from mid-January to the end of February, building momentum through World Cancer Day (Feb. 4) and leading into CCS’s spring fundraising initiatives. It is one of the organization’s most ambitious brand and research-awareness efforts to date.
“For eight decades, the Canadian Cancer Society has been investing in breakthroughs that save and improve lives. Canada is home to some of the world’s most brilliant cancer researchers. When we support their ideas, we accelerate progress for people affected by cancer everywhere. This campaign shines a spotlight on their extraordinary impact – and invites people in Canada to join us in driving the next breakthrough,” said Pamela Mollica, Executive Vice-President, Marketing & Communications, Canadian Cancer Society.
Championing homegrown breakthroughs
At the heart of the campaign is a simple, powerful message: breakthroughs happen when we invest in them. Backing Canada’s Brightest Science celebrates the researchers whose work is pushing the boundaries of cancer science: the bold, visionary leaders who are developing new methods to detect and diagnose cancer, and driving advancements in treatment and care.
Creative assets reinforce CCS’s leadership in funding the bold ideas that shape the future of cancer care by featuring real researchers and examples of Canadian research excellence, including emergent technologies such as AI-enabled early detection, novel cell targeting innovations, and next generation treatment approaches. The hero 30-second video brings to life the energy, focus and purpose that drives Canadian cancer research forward.
A unified cross-country presence
The campaign is running in English and French across paid social (Meta & Pinterest), display, YouTube/OLV, Connected TV (Amazon & Netflix), linear TV (Corus & Quebecor), DOOH, and Spotify. Media planning and buying was done by Monks.
“What makes this campaign powerful is its clarity of purpose. CCS plays a uniquely comprehensive role in the world of cancer research. Our job was to translate that scale and ambition into work that felt human and deeply impactful, while reminding people that behind every breakthrough is a society working together, and CCS is the force helping move that progress forward," says Olivia Howlett, Brand Director at Juliet.
Positioning CCS as the champion of research progress
CCS-funded scientists have been behind some of the biggest cancer research discoveries of the past century. These breakthroughs have paved the way for modern radiation and drug therapies, helped identify cancer-causing genes, led to the creation of tests that detect and monitor cancer, and helped develop effective strategies to stop cancer before it starts. This campaign brings that legacy front and centre, reinforcing the vital role of public and donor support.
To learn more about the research shaping the future of cancer care, visit cancer.ca/BrightestScience.
For more information:
CCS
Victoria Young
Victoria.Young@cancer.ca
Juliet
Trent Fulton
trent@wearejuliet.com
About the Canadian Cancer Society
The Canadian Cancer Society works tirelessly to save lives, improve lives and drive collective action against cancer. Together with patients, volunteers, donors and communities across the country, we raise funds to invest in transformative cancer research, we provide a caring support system for everyone affected by cancer and we advocate to governments to create a healthier future for all. It takes a society to take on cancer – and the Canadian Cancer Society is leading the way.
Help us make a difference. Call 1-888-939-3333 or visit cancer.ca today.
About Juliet
Juliet is a Toronto-based independent advertising agency founded in 2017. Juliet specializes in multi-year creative platforms and AI-driven marketing tools that help brands grow and innovate from within. The agency partners with leading brands across Canada and the U.S., including The Keg, Jägermeister, FreshCo, and Canadian Cancer Society. Juliet has been recognized with Silver Small Agency of the Year in Canada in 2020 and 2023, solidifying its reputation as a creative leader in North America.
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