Cancer Care Foundation Newfoundland Labrador Brand Video

The Cancer Care Foundation is a registered charity whose mission, besides raising funds for cancer care, is to inspire and give hope to the thousands of cancer patients throughout the province of Newfoundland and Labrador, Canada.

Our goal was to create a brand video that was representative, informative, and above all, empowering. Our approach began with the feeling we wanted to convey — fearless in the face of difficulty, and empowered throughout their journey — feelings that would be inspiring to others going through similar experiences.

To tell their story, we sought out patients from across the province of Newfoundland and Labrador, to help relay their lived experiences. By casting real patients with real experiences, we were able to connect with each individual authentically, inspired by their unique and powerful journeys. The audience is invited into the honesty and depth of emotion behind every powerful expression, allowing each moment to shine with the lived experience of the patient.

Further setting the mood and tone of the video was the song "Fearless" by Newfoundland and Labrador singer/songwriter Kellie Loder, used as the soundtrack to further give hope to cancer patients that they are not alone, and that the Cancer Care Foundation Newfoundland & Labrador would be with them every step of their cancer journey.

The campaign's centerpiece was the 30-second video featuring vignettes of the different patients who generously shared their time and experience with this campaign. Their individual stories were cut into short videos that were circulated throughout social media to expand the campaign's reach. By the end of 2024, the campaign had received almost 2 million views across all the videos and generated thousands of social media engagements, comments, and social shares.