CIBC Run for the Cure has flipped the script to focus on the event’s positive after effects rather beyond the race itself.

Joel Holtby, co-CCO at agency partner Courage, says the campaign for next month’s run begins where many similar stories would end.

“Instead of showing the race at its peak, we reoriented ourselves and began as the banners were coming down,” Holtby says.

From there, the narrative shifts to ground the work in emotion, focusing on the small but deeply human moments of those dealing with cancer.

Andrew Greenlaw, SVP of brand, community investment and corporate events at CIBC, tells strategy that the video reflects how the fundraiser for the Canadian Cancer Society extends far beyond a single day.

“This campaign beautifully captures how the impact of what we accomplish together is felt in the seemingly small, but powerful moments of everyday life,” Greenlaw says, adding that the work marks a shift in perspective for Run for the Cure’s creative.

“What’s evolved is how we’re telling that story – we’re leaning into more human, emotional narratives,” he adds. “It’s less about changing direction and more about deepening the connection.”

The campaign is national, and includes TV, OLV, OOH and social activations. Essence Mediacom is behind the buy.

Digital channels have become increasingly important to Run for the Cure fundraising efforts, Greenlaw says, especially as Canadians look for more personal and immediate ways to engage with causes.

Pamela Mollica, EVP of marketing and communications at the Canadian Cancer Society, says the creative goal was to acknowledge the realities of Canadians going through cancer treatment.

“At the same time, causes like the Canadian Cancer Society CIBC Run for the Cure remind us of the importance of community and collective action,” Mollica says. “Especially now, with so many individuals and families feeling the strain of financial pressures in today’s economic climate, it’s more important than ever to show that every dollar truly matters.”