Breast Cancer Canada

Communicating the “Know More” Campaign

SITUTATION

In the Spring of 2022, the Breast Cancer Society of Canada reached out to MAVERICK, as the organization was about to embark on a massive rebranding & marketing campaign, led by award-winning agency 123w. MAVERICK was tapped to help communicate a refreshed brand in the fight against breast cancer. The new name, Breast Cancer Canada was cleaner and more directly associated with the sole focus on research.

While rebrands are a critical and often necessary part of a brand’s identity, a name change, re-designed logo and creative advertising, are not always newsworthy. Enter MAVERICK to create buzz and conversation around Breast Cancer Canada’s new look and feel and communicate the purpose and vision of research back to the community and kickstart fundraising with this new creative campaign, entitled, “Know More.”

SOLUTION

Between the months of September and November 2022, we conducted several PR initiatives, including a highly attended virtual press conference, a street stunt campaign in five cities, by-lined article placement across Canada and a show stopping door crasher for media and influencers with curated pink goodies and treats.

In order to generate buzz around this provocative creative marketing campaign, we needed to create hard news for media, influencers and general public to take notice. We worked with Angus Reid to gauge Canadians’ insights and understanding of breast cancer. We developed precise questions which led to alarming statistics that we used to support our key messages.

Our survey results and disciplined approach to media relations was overwhelmingly successful in revealing the new brand campaign, by allowing journalists to tell the story with hard news and statistics first.