The charitable sector is a highly competitive one with many organizations seeking donation dollars. Convincing Canadians to support cancer research and services is challenging to begin with, so a new strategy was needed to tell their story and why they matter.

The Canadian Cancer Society brand was refreshed with new visual guidelines and bold colours. New messaging moved away from fighting the disease to instead living with it. The tagline "Life is Bigger than Cancer" was the cornerstone of the new brand launch.