1 in 2 Albertans will be diagnosed with cancer during their lifetime. Everyone we know and love will be affected by the disease. Luckily, there’s the Alberta Cancer Foundation. Together, with a group of trusted partners, they’re developing a new cancer centre to address our province’s needs. The state-of-the-art facility promises to be a world leader in treatment and research. But before its doors can open, the Alberta Cancer Foundation will need to raise $250 million to help support its operational costs. 

The more we own cancer, the less it owns us.

Not only did we flip the script on cancer, but we also challenged the way patients see themselves. We made our campaign all about them, presenting patients as the first line of defense against the disease — empowering them in the process.