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Canadian Cancer Society

The Canadian Cancer Society is the only national charity that supports all Canadians living with all cancers.

Size Location Founded
1,000-5,000 employees Toronto, Ontario 1938

Canadian Cancer Society (CCS) needed to grow its volunteer base across BC and Yukon. The organization wanted to attract current and potential community leaders, influencers and volunteers to help deliver on its mission.

Working closely with CCS, we gained a deep understanding of their vision before developing our positioning. It was essential that we develop a special language that paid respect, recognition and knowledge that ‘YOU’ make a difference. The result was a unique campaign, supported by an engaging series of wordmarks/slogans that would touch our prospective volunteers on an emotional level.

The ‘U KNOW ITS U’ direct mail promotion was directed at targeted individuals within the business community who could contribute their skills and experience to our cause.

Our ‘U TURN’ campaign aimed to build the awareness that 50% of cancers are preventable. This wordmark was a creative articulation of the call-to-action ‘let’s all make a UTURN in life.’

Everyone has their own cancer story. The ‘ITS ABOUT U’ campaign’s goal was to start these deeply personal and meaningful conversations. We created a wordmark that spoke directly to our audience, acknowledging their strength and the importance of their role in supporting cancer research.

Campaign Positioning

U (You)


  • Concept, Design & Creative Direction
  • Strategic Positioning & Implementation
  • Workshops
  • Branding
  • Name Generation
  • Visual Identity
  • Print
  • Direct Mail
  • Advertising
  • Production