BC Cancer Foundation
Workout to Conquer Cancer Refresh
We refreshed the campaign creative through new video production, visual identity, and integrated digital and print assets
Scope
Client
Year
The Challenge
While the campaign had achieved remarkable fundraising success, its creative platform had remained largely unchanged since 2020.
The Foundation needed a refreshed campaign that felt contemporary and inspiring while preserving the strong brand equity already built with participants. The new concept also needed to increase digital engagement and emphasize what makes Workout to Conquer Cancer uniquely accessible.
The Solution
Our strategy focused on the campaign's greatest differentiator: anyone can participate.
Highlighting accessibility became the foundation of a refreshed creative platform built around the idea:
The Power of 31: Your pace. Your style. Every move matters.
The concept celebrated every participant equally across a range of activities and fitness-levels. We carried the creative platform across campaign photography, video, advertising templates, posters, emails and digital assets, creating a flexible visual system capable of supporting future campaign growth.
The Results
The refreshed campaign launched with a completely renewed creative platform designed to increase participation and digital engagement while preserving the campaign's strong fundraising legacy.
Campaign performance results will be available following the fall event
