Life is Bigger than Cancer

For three decades, HALO CEO Paula Roberts has worked in marketing communications and for half of that time she has been focused exclusively on the not-for-profit sector. During that time, she has had the opportunity to shape charity brands as diverse SickKids Foundation, Plan International Canada and most recently the Canadian Cancer Society (CCS). Working together with the CCS team and Grey Advertising in her role as Executive Vice President, Marketing Communications, a new fully integrated campaign was introduced in the spring of this year that positions the organization in a fresh light.

“CCS has long been the cancer authority in this country, but we developed this campaign to also connect with Canadians on an emotional level and show that while cancer has a big impact on everyone it touches, it doesn’t have to define who they are,” says Roberts. “We hope this will help Canadians better understand what CCS does and enables through its incredible volunteers and donors.”

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