The Alberta Cancer Foundation’s (ACF) 2024 year-end campaign is inspired by a grim statistic: one in two Albertans will face a cancer diagnosis in their lifetime.

In its new “More Hope Movement” campaign, the fundraising partner for all of the province’s cancer centres is expanding on its positioning statement “to create more moments for more Albertans” with the goal to maximize support.

“This campaign is designed to resonate deeply with anyone who has ever heard – or had a loved one hear – the words ‘you have cancer,’” Breanne Kraus, ACF’s director of marketing and communications tells strategy. She adds that the initiative targets existing donors while engaging new supporters who want to advance cancer care and research in Alberta and “be the light in the darkness for patients across the province.”

Creative agency Full Punch leveraged its Edmonton office to work with ACF on the campaign, creating a series of spots that juxtapose Albertans during cancer treatment with their happier moments afterward. For the soundtrack, ACF partnered with Canadian indie rock band The Arkells, whose song “Strong” was written by frontman Max Kerman detailing his late friend’s battle with cancer.

The campaign includes a “broad ad buy” spanning broadcast, radio and digital ads through Google and Performance Max campaigns.

“We’ll be reaching out to media outlets across the province on Giving Tuesday to secure earned media coverage,” Kraus says. “Our organic social media plan includes sharing the new commercial and campaign assets, highlighting how donor support creates more hope and more moments this holiday season.”

It also includes a series of emails that will reach over 90,000 donors, inspiring them to give again by emphasizing the direct impact of their support. The campaign, one of the first to use ACF’s newly unveiled fall brand identity, runs until Dec. 31.