Halifax Health – Cancer Hates Us

• Print
• Web
• Outdoor

Situation

Halifax Health wanted to raise awareness for their comprehensive and cutting edge cancer center. While they had tremendous success, outside competition from regional hospitals was increasing. This campaign positioned Halifax Health as a strong ally against cancer and the single best option for anyone facing this terrible disease.

Goal

Increase public awareness about the comprehensive and state-of-the-art cancer care available at the Halifax Health – Center for Oncology.

Silver Bullet

While it may seem counterintuitive when dealing with a subject as serious as cancer, the campaign utilized a dose of dark humor and a bold accusation that a personified cancer hates anyone standing in its way. The message: “Cancer hates us” (us being Halifax Health) established this idea. We used outdoor boards and an informative FSI to tell this story.