Despite many advancements, the number of cancer cases is rising worldwide, with a concerning increase among younger generations. By 2050, it is projected that new cancer cases will surge globally by 77%, with millennials facing the most significant increase.
The Princess Margaret Cancer Foundation addresses these issues with the launch of a new brand campaign called Carry The Fire, which conveys a message of hope for a world free from the fear of cancer. This new branding will be implemented across all public engagement and fundraising initiatives, including lotteries and events, acting as a beacon of hope for cancer patients here in Canada and around the globe. It will also be a key springboard for a fundraising campaign that The Princess Margaret will launch publicly in 2026. The fundraising campaign will amplify initiative such as early detection to prevent cancer before it happens, innovative treatments and its full range of supports for cancer patients.
BHLA, Havas Media, Heads+Tales, and Ethnicity Matters supported the development and execution of the 10-week campaign. The advertising will air across a range of conventional TV stations, as well as connected TV and online video.
It will also appear in print outlets, including The Globe and Mail, and extend across digital audio, radio, and high-visibility outdoor spaces. Notable placements include mass impact OOH formats such as digital and static boards, with a prominent domination at Union Station and high-impact billboards along the Gardiner Expressway. The campaign will also engage audiences across social media platforms, video channels, and feature homepage takeovers on key digital properties.
Melanie Johnston, CMO of The Princess Margaret Cancer Foundation, says that the campaign’s media mix is designed to reach a broader audience than past campaigns. “Cancer used to be considered an older person’s disease, but today the largest increases in cancer cases are coming from younger generations like millennials. We wanted to reach a younger and more diverse target audience and engage them as well, and included channels like TikTok, Snapchat and Spotify, which we haven’t done previously.
“Additionally, an emotion-led channel strategy was key, as it drives higher attention and influence. By aligning our content with receptive media moments, we ensure our message resonates deeply, making the experience more meaningful. We wanted to build a stronger, more connected audience, focusing on the future to grow and inspire the next generation of donors by meeting them where they are across both platforms and purpose.”
To kick off this campaign, The PMCF hosted a special launch event, featuring some of Canada’s most accomplished Olympians, NHL players, and entertainers, including Tessa Virtue, Chris Hadfield, Piper Gilles, Sangita Patel, Ellie Black, Donovan Bailey, Wendel Clark, and Darryl Sittler.
Cancer is on the rise, but survival rates are higher than ever before. In Canada, the five-year average survival rate for all cancers combined has increased from 50% in the early 1980s to approximately 63% today. This marks a significant improvement since the 1940s when survival rates were around 25%. While most cancers predominantly affect older individuals, cases among those under 50 have increased by nearly 80% since the early 1990s. More than one million people under 50 die from cancer each year, and experts predict that this number will rise by 21% by 2030.
The Princess Margaret Cancer Foundation is Canada’s largest cancer charity. It raises funds for Princess Margaret Cancer Centre, University Health Network, one of the world’s leading cancer research and treatment centres, which opened its doors in 1958.
