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Ovarian Cancer Canada
Ladyballs

RAN IN: Canada

CLIENT
Ovarian Cancer Canada

Karen Cinq Mars, VP Marketing

AGENCY
Grey Canada *Lead Agency

Patrick Scissons, Chief Creative Officer
Sue Kohm, Writer
Lisa Chen-Wing, Art Director
Lauren Scapillati, Strategist
Karen Blazer, Agency Producer
Terri Vegso, Agency Producer
Deena Archibald, Agency Producer
Perle Arteta, Art Director


Pollin8

Lauren Richards, Media Expert


HYPE PR

Erin Richards, PR/Media Relations


Untitled Films


Rooster Post


SUMMARY

Male gonads - "balls" - is a term that has become part of English vernacular. In fact, "grow some balls" is such a common phrase that it's Collins Dictionary definition is pending. Ovarian Cancer Canada flipped this male notion upside down. What if we positioned ovaries as female "balls"? What if they represented the same bravery as their male counterparts? And they championed the same courage it took to fight this fatal disease? Would this be powerful enough get ovaries and ovarian cancer into mainstream, Canadian cultural conversation? Yes, it was.

CASE VIDEO


Hero Medium: SOCIAL MEDIA

Medium Featured On Video: CINEMA;CONSUMER INVOLVEMENT/USER GENERATED;INTERACTIVE/ONLINE;INTERNAL MARKETING;OOH;PR;PRINT;PROFESSIONAL ENGAGEMENT;RADIO;SALES PROMOTION;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;TV

Audience: Men & women 18+

Objectives: Increase awareness

Type: Business to Consumer

Classification: National

Language: English