Lowe Roche to head up summer campaign for Canadian Cancer Society

Lowe Roche, Lowe Profero and UM beat out 40 other Canadian agencies to create an upcoming Canadian Cancer Society fundraising campaign, which they will take from "a completely different perspective."

Following an extensive review involving 40 Canadian agencies, Lowe Roche and sister agencies Lowe Profero and UM have been tapped to create a new fundraising campaign for the Canadian Cancer Society (CCS).

Lowe Roche, UM and Lowe Profero will handle every aspect of the campaign, including strategy, creative, media, traditional advertising, digital marketing and PR.

Sue Dalos, senior manager of marketing and development at CCS, would not disclose which or how many agencies made the shortlist, but said it was a “small number.”

Previous CCS marketing initiatives were either handled in-house or farmed out to various agencies and design firms, said Dalos.

“We’ve never done an agency challenge like this before. We weren’t sure what was going to happen or what kind of response we were going to get,” she said. “We were pleasantly surprised with the calibre of agencies like Lowe that chose to participate as well as the number of responses we got.”

Monica Ruffo, CEO at Lowe Roche, couldn’t share any details regarding the campaign, but did say that it will aim to reframe the conversation around cancer.

“We’re taking it from a completely different perspective and that will necessarily raise awareness and hopefully generate a lot of conversation around the topic.

“Health and wellness is something we all feel very strongly about and we feel strongly about it as a company,” Ruffo said. “A lot of people are very heavily invested in that space, including myself. And this is the Canadian Cancer Society; it’s such an incredible cause… We put a lot of blood, sweat, tears and love into it.”

The campaign is set to launch in mid to late August and will be Ontario-focused, with plans for a national launch next year.

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