“Why” is in Our DNA: New awareness-building marketing campaign

2015-05-27  |  Inside The PMCF |  Posted by: Kevin Shea

We at The Princess Margaret Cancer Foundation are thrilled to announce the launch of a new marketing campaign called ‘Why is in our DNA.’ The campaign is the next creative evolution in our Billion Dollar Challenge in support of Personalized Cancer Medicine at the Princess Margaret Cancer Centre, and focuses on the extraordinary research work taking place at The Princess Margaret. Additionally, a social media campaign, ‘Who is your Why?’ was launched that will engage our donor community.
As The Princess Margaret Cancer Foundation continues to raise funds for one of the top 5 cancer research centres in the world, we’re often asked, ‘why’ is The Princess Margaret a world leader? There are many reasons that the cancer centre has achieved a world-class reputation, but we are focusing on one critical reason -- our scientists and researchers never stop asking ‘why.’
Why is the body’s immune system not able to fight off all cancers?
Why does cancer return in some patients?
Why does a particular cancer drug work for one patient but not for others?
Why does one patient’s tumour shrink dramatically with radiation, but another’s barely shrinks at all?
This ‘why’ gene possessed in abundance by our research team has already helped to build The Princess Margaret’s rich history of discovery and innovation, including:
-the discovery of stem cells by Drs. James Till and Ernest McCulloch
-the discovery of the T-cell receptor, considered the ‘Holy Grail’ of immunology, by Dr. Tak Mak
-world-leading work in the study of stem cells in cancer led by Dr. John Dick
-allogeneic bone marrow transplantation (bone marrow stem cells from another person)
-pioneering the integration of cone-beam CT imaging into radiation treatment
-developing Canada’s most comprehensive immune therapy program
Supporters will see a fully integrated marketing campaign that includes many of our leading scientists explaining the ‘why’ behind their research, and ‘who is their why’ that inspires their life’s work. Why is in our DNA will involve print, in-depth radio and television interviews and a series of six public service announcements.
The social media campaign, #Who is Your Why, includes an online social media hub, and amplification plan that will involve supporters sharing their stories of people who have inspired their gifts and support of The Princess Margaret.
The ‘Why is in our DNA’ campaign revolves around five pillars:
-‘Finding the roots of cancer’ (stem cells in cancer);
-‘Priming the immune system to fight cancer’ (tumour immune therapy);
-‘Breaking the Code of cancer’ (cancer genomics, epigenetics and bioinformatics);
-‘Getting the complete picture of cancer’ (tumour biology and imaging);
-‘Digging deeper – Understanding cancer better and developing new drugs’ (bio-discovery and drug development)  
“Over the next few months, you’ll be introduced to a number of our researchers and
hear about the questions they are asking and why the funds raised by our donor community are so crucial to their ability to find answers and deliver on the promise of Personalized Cancer Medicine,” stated Paul Alofs, President & CEO of The Princess Margaret Cancer Foundation.
Dr. Brad Wouters, Interim Research Director at The Princess Margaret, added, “Our entire research team possesses highly curious minds, but their success requires more than just curiosity. Asking the right question and making important advances is fueled through collaborative and complementary team members. These research teams tackle problems that can only be answered using different strategies and the extraordinary expertise of our individual scientists.”
‘Why’ have we embarked on such an ambitious campaign to elevate the researchers and clinicians who contribute to The Princess Margaret, one of the top 5 cancer research centres in the world? Because at the Princess Margaret Cancer Centre, WHY is in our DNA.