Havas Media Group has been given media AOR duties for The Princess Margaret Cancer Foundation (PMCF) to support the charity’s efforts to transform its fundraising activities.

PMCF raises funds that provide critical funding for the Princess Margaret Cancer Centre’s research, education and care activities.

Selected following a competitive review, Havas will support brand and event fundraising, unlock new partnerships, reach new audiences and strengthen PMCF’s donor impact in new mediums. The agency will work alongside PMCF’s internal marketing team and creative agency Broken Heart Love Affair in these endeavors.

Broken Heart Love Affair was announced as PMCF’s new creative AOR last week, as the charity plans a new platform to drive better awareness of the kind of work being done at the hospital.

“As a business that is operating in a category where purpose is paramount, it was crucial we find a partner that approached media through an experience lens across multiple revenue programs,” said Melanie Johnston, who previously led Forsman & Bodenfors and DDB Canada before joining The Princess Margaret Cancer Foundation as its CMO last year.

“Melanie and her marketing team are trail blazers, along with their new creative agency of record, Broken Heart Love Affair, we know the sky is the limit for this partnership and our collective impact on transforming cancer outcomes and experiences,” said Noah Vardon, president of Havas.

The first work from the partnership will debut this month in support of the Journey to Conquer Cancer fundraising event on June 18.