Princess Margaret Hospital Foundation launches pro bono campaign

Media agencies will be asked to offer their services free of charge to help feature spots on television, GO Trains and in movie theatres.

The Princess Margaret Hospital Foundation (PMHF) is launching its new ‘In Our Lifetime’ campaign through pro bono-created commercials it plans to run this summer through media placements – also free of charge – on television, GO Trains and in movie theatres.

The ‘In Our Lifetime’ campaign includes 90-, 60- and 30-second spots and features doctors, nurses and patients telling the Princess Margaret story, with The Verve’s ‘Bittersweet Symphony’ as its soundtrack (specially licensed for use in the commercials). The commercials were created to help actualize the foundation’s creed – its commitment to ‘conquer cancer in our lifetime.’

Drawing on the experiences of 100 participants who gathered in April to share their stories, the ads, which can be viewed here, were created for free by Toronto-based Y&R as an extension of The Princess Margaret creed. The commercials first screened at the hospital on Friday and kits will be sent to agencies and media cos in coming days, requesting media placements.

‘Our strategic approach was to focus on the great momentum in the fight to conquer cancer and PMH’s strong role in that progress,’ says Chris Jordan, president and CEO of Y&R in a recent release. ‘They are one of the top five cancer research centres in the world and our progress is so compelling that we have put a timeline down – ‘We are conquering cancer in our lifetime at The Princess Margaret.”