Canadian Cancer Society honoured with Marketing Effectiveness Award

We’re excited to announce that our work with the Canadian Cancer Society—Canada’s largest cancer charity—has been honoured with the silver award for Health/Medical Industry Marketing at this year’s Summit Marketing Effectiveness Awards.

With over 1,800 submissions from 17 countries, the Summit MEA’s measure what works—honouring strategic excellence, cutting-edge creative, and great results in campaigns from around the world. And we couldn’t be prouder of the campaign we built with the Canadian Cancer Society to advocate for better palliative care services, in every corner of Canada.

Palliative care has the power to dramatically improve the quality of life for people experiencing life-limiting illnesses. And every individual and family who needs palliative care services should have the right to access it.

But today, too many people face significant barriers to receiving palliative care at the earliest opportunity in their care journey. There simply aren’t enough palliative care services, including hospices, in enough communities across Canada.

The Canadian Cancer Society is working to change that, in partnership with palliative care advocates across the country. And together, we developed a national, bilingual campaign to raise awareness and call for action.

The result is a compelling campaign called About Life, which features real people and real stories about the power of palliative care to make life better. Our team met with and interviewed families across Canada who have experienced the benefits of palliative care. And we filmed beautiful footage in people’s homes and communities—the places that give the greatest meaning to their lives.

The campaign features a 30 second signature ad and 90 second long-form videos, which share the deeply personal and moving stories of how palliative care improves people’s quality of life. And together, they help to dispel the greatest misconception about palliative care:

It’s not about dying. It’s about life.

Canadian Cancer Society – About Life

About Life has also received international recognition at the Polaris Awards and the Summit Creative Awards in 2023. And we’re honoured to have been part of building this vitally important campaign.

We’re so grateful to everyone who generously shared their time—and their stories—with our team. We couldn’t have done this work alone.

To see more of the campaign and add your voice for better palliative care for all, visit