Voboc tries to find the words

The Quebec-based cancer organization has launched a new campaign that shows actual reactions to a stranger telling them he has cancer.

Quebec-based Voboc has launched a new campaign aimed at raising awareness of the non-profit, which helps adolescents and young adults who have cancer.

The campaign, with media by Touché! and creative by Taxi, is centred around radio and online ads called “the announcement” where a speaker tells someone that they just found out they have cancer.

The online spot features someone on the street telling strangers he just found out he has cancer, and the radio features an employee telling his boss the news of his illness followed by 12 seconds of near silence on the line, says Pascal De Decker, general manager and executive creative director, Taxi.

Targeting people aged 15 to 35, De Decker says it is one of the first campaigns the organization has launched.

The campaign is running through donated media placements on Quebec radio stations like Bell Media’s NRJ, Rouge and CHOM and online on sites like Huffington Post, L’actualite, Chatelaine and LouLou into December.

Click here to hear the radio spot.

Online spot: