The Ottawa Cancer Foundation’s Dear Cancer Campaign

Dear Cancer transformed the familiar personification of cancer as an enemy into a powerful act of agency. Patients, survivors, caregivers, and family members addressed cancer directly, sharing how it had changed their lives and how they found personalized support at The Ottawa Cancer Foundation. Integrated across video, social media, direct mail, newsletters, media outreach, a dedicated microsite, and the Aurora Ball, the campaign raised $93,136.58, while the gala raised an additional $350,000. Dear Cancer generated 622,364 Facebook and Instagram views, reached 367,825 people, attracted 2,737 active microsite users, and earned significant local media coverage. Bold, honest, and deeply human, the campaign shifted authorship from the organization to the community, transforming individual experiences into connection, advocacy, hope, and meaningful support for local cancer care.

Nominated by: Angie Poirier, The Ottawa Cancer Foundation