Pancreatic Cancer Canada

While a Producer at The&Partnership, my team set out to raise awareness about Pancreatic Cancer—one of the deadliest cancers, which is often detected too late. To do so, we created a 3D model of a Pancreas and quickly realized it resembled something else…This led to the campaign slogan: “Assumptions can be deadly”—a reminder that ignoring symptoms can have serious consequences.

Embracing humor to break through the stigma, the campaign included striking web videos, playful radio spots, and bold OOH ads across Canada. The resulted in a major boost in donations and, most importantly, greater public awareness of the disease’s warning signs.