The Chalmers Foundation
Living The Journey, Together Campaign
A campaign that reminded an entire community: cancer touches us all.
When the Chalmers Foundation set out to raise funds for their Cancer Survivorship Program, they weren’t just looking for a donation; they were looking to create a wave of empathy, urgency, and action. This wasn’t just another awareness initiative. It was a campaign built to connect, to move, and to drive real results.
We partnered with Chalmers Foundation to develop a full-scale strategy and powerful creative production that told the raw, honest story of what survivorship really means. Designed to reach hearts across Fredericton, the campaign spanned digital, print, and cinema with each piece crafted to deliver an impact that lingered well beyond the screen.
THE ASK
Move hearts. Mobilize action. Raise essential funds for a life-changing program.
The goal was clear: help raise awareness and critical funding for the Chalmers Cancer Survivorship Program. But it had to go deeper than facts and figures. We needed to tell a story that felt real. One that reminded people that cancer doesn’t just affect patients, it affects families, friends, coworkers, and entire communities.
The task was twofold: build a campaign strategy that could stretch across media and move quickly within a targeted window and produce standout creatives that would be impossible to ignore. It had to be clear, it had to be compassionate, and most of all, it had to feel human.
THE PROCESS
Insight-led strategy with purpose-driven production.
We started by working closely with the Chalmers Foundation team to understand the depth and reach of the Survivorship Program and the stories behind it. From that foundation, we built a campaign strategy focused on emotional truth, visual impact, and broad community reach.
At the core of the campaign was a heart-stopping video ad: a cinematic piece that captured the ripple effect of cancer with honesty and emotional weight. It was designed to stop viewers in their tracks, whether they were scrolling online, sitting in a Cineplex theatre, or passing a screen on the street.
We paired the hero video with static and animated creative across digital, print, and out-of-home placements, ensuring the message stayed consistent, clear, and top-of-mind across every touchpoint.
THE IMPACT
A city-wide call to action and a powerful wave of support.
The campaign rolled out across Fredericton, making its mark in theatres, online, and on the streets. It sparked conversations, drove donations, and, most importantly, helped shine a light on the ongoing journey cancer patients face long after treatment ends.
The emotional honesty of the creative resonated with donors, survivors, and families alike, elevating awareness of the program and reinforcing the role The Chalmers Foundation plays in supporting the local community. This campaign proved what’s possible when strategy and storytelling come together: real connection, measurable impact, and meaningful change.
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