The Princess Margaret Cancer Foundation chooses Broken Heart Love Affair

The Princess Margaret Cancer Foundation has selected Broken Heart Love Affair as its Agency of Record to create a new brand strategy and creative platform that will support its fundraising efforts and ongoing campaigns. The Foundation is dedicated to raising funds for Princess Margaret Cancer Centre, one of the world's top five cancer research centres, known for its game-changing scientific achievements and exceptional patient treatment and care.

“As the country’s leading cancer research centre, we have big ambitions. We want to detect cancer radically earlier, treat it more precisely and successfully, and we want to improve the quality of life for everyone dealing with cancer, including their loved ones. We set out to find the best of the best to help us on this mission. In Broken Heart Love Affair we found a partner who shares our goal of accelerated, world-class impact to face off against cancer, the greatest healthcare challenge of our time, and who has also delivered the most compelling and effective creative in the country,” said Melanie Johnston, Chief Marketing Officer. Ms. Johnston expressed that, “We are excited to start the work of achieving our game-changing goals for the transformation of cancer outcomes and experiences alongside this incredibly talented team.”

“Cancer is a monumental challenge affecting people of all ages and backgrounds, in every country. The Foundation team demonstrated a transformative ambition and a deep belief in the power of creativity to propel them forward. We jumped at this opportunity and are honoured to be chosen,” said Partner and Chief Creative Officer, Denise Rossetto. The Broken Heart Love Affair team is the same team that transformed the fundraising landscape with its groundbreaking work, SickKids VS.

Cancer is the leading cause of death in Canada and the second leading cause of death globally. Currently, 2 in 5 Canadians can expect to receive a cancer diagnosis in their lifetime. However, with the aging population, cancer cases are expected to increase 40% by 2030. Through philanthropy, events, its world-leading home lottery program, and numerous commercialization initiatives, The Princess Margaret Cancer Foundation makes possible the critical funding required to accelerate cancer research, education, and clinical care – benefiting patients at Princess Margaret Cancer Centre, throughout Canada and the world. Broken Heart Love Affair will be responsible for the Foundation’s brand awareness and donor acquisition objectives on a mass scale.