Client - Alberta Society of Radiologists

Behind the scenes, we worked to get Alberta Health Services on board with an “edgy” campaign about breast cancer screening. The Alberta Society of Radiologists, not a public-facing organization, lacked recognition. While the Alberta Cancer Foundation had a trusted brand, it needed to remain conservative due to its reliance on donors. The campaign had to balance being bold enough to stand out, while also maintaining taste and compassion to appeal to a new audience and drive action, all within the context of sensitive healthcare messaging.