The Cancer Effect
One person receives a cancer diagnosis, yet so many more live with it, sharing the same worries, fears, and hopes. But there is another side to this story, one of doctors and nurses, caregivers, and researchers – their collective actions are far reaching. They have deep and lasting effects, effects felt by many.
We call these parallel acts of goodwill, the cancer effect.
The 2022 Report to our Community is a cancer story, told from two important points of view. One is from Leah Meier, a mother of three, who was diagnosed with stage 4 colorectal cancer. The other is from the perspective of cancer research and care. Advancements in the latter – made possible thanks to the generosity of donors for the Alberta Cancer Foundation – have provided Leah and countless Albertans facing cancer with many more moments.
The final printed piece can be opened one of two ways, revealing an accordion of pages that parallels an universal cancer journey alongside a business case for how donations feed into the care, treatment, and research received in the province. It reinforces the fact that no one goes through it alone , giving hope for a cancer-free future.
Shortlisted | Strategy 101st Marketing Awards | Design