For the first time ever, two of Canada’s leading cancer foundations came together to create a movement to build a future without breast or prostate cancer.

1. Committed to doing good
together.

2. Committed to doing good
For the first time ever, two of Canada’s leading cancer foundations
came together to create a dynamic social movement, a movement to
drive a future without breast or prostate cancer.

3. Combined, our organizations have the reputation, resources and reach to
establish an unprecedented, collaborative charity partnership that will
resonate with Canadians from all walks of life.
Here’s how:
In the lead-up to Valentine’s Day 2016, we invited Canadians to
#Kiss2Cure by sharing kisses with loved ones on social media to help
raise awareness and funds for the two cancers that affect their
communities the most.
Changing the charitable landscape

4. Year One (2016)
• Leverage brand reach and resources of CBCF and PCC to develop an
impactful awareness campaign
• Grow public awareness and interest for both organizations and their
common mission
• Social Goal; galvanize a national audience to participate in a new
movement
Year Two (2017)
• Create new revenue source by attracting new corporate partners and
individual donors
• New fundraising property that can expand across the country, and include
French Canada
Multi-year Goals

5. Integrated Campaign
Digital
SEO/SEM
Email
Owned Media
(Websites)
Social Media
Paid Media
(Facebook)
PR
Experiential
Partner Media
Earned Media
TV
Radio
Print
Web
Out of Home

6. PR

7. Joint PR Launch
Kisses shared at
Nathan Phillips
Square and CHIN
TV with CEOs,
Rocco Rossi &
Lynne Hudson

8. Experiential

9. 14 CHL teams donated their ‘Kiss-Cam’
time to promote the cause on the big
screen to fans.
Hockey Arenas
From the NHL, the Vancouver Canucks
promoted the initiative at all their home
games between Jan15 and Feb 14th.

10. Hockey Arenas

11. Hockey Arenas

12. Hockey Arenas

13. Partner Media

14. Media Partner – Globe and Mail

15. Globe & Mail – Print

16. Globe & Mail – Digital Stories
“It made all the difference in
the world to have her by my
side.” says prostate cancer
survivor
Charities are finding that working
together produce better results in
charitable fundraising.

17. Globe and Mail – Digital Display

18. Globe and Mail

19. Media Partner – Clear Channel (OOH)

20. Media Partner – Clear Channel

21. Media Partner – TLN
• Launch Coverage
• PSA airings 8 times/day for duration of
campaign

22. Earned Media

23. Earned Media - TV

24. Earned Media - TV

25. Earned Media - Radio

26. Earned Media – Web/Print

27. Earned Media – 54M total reach (MRP)

28. Digital

29. Kiss2Cure is a primarily socially-driven
campaign.
Canadians sharing pictures of
their best kiss, using the hashtag
#Kiss2Cure for a chance to win 1 of 5
romantic trips courtesy of Air Canada!
Posting to Kiss2Cure is simple and quick
through Facebook, Twitter and Instagram –
Kiss. Share. Give.
Social Movement

30. Social Media Influencers

31. Social Media Influencers

32. Social Media Posts

33. Social Media Posts

34. SEM/SEO

35. PCC & CBCF Owned Media

36. Kiss2Cure E-blast

37. Digital Hub - Facebook Page

38. Facebook Paid Media Goals & Tactics
Primary Objective: Drive awareness (reach/impressions) and contest
participation / entries (via Woobox, where conversions can be tracked)
Plan: Emphasis first on targeting consumers 18-34 who are most likely to
enter contest and engage. Optimize based on performance at mid-point of
campaign
Goal: Driving cost-efficient reach, qualified leads and conversions to the
Kiss2Cure contest entry page

39. Facebook Post - Launch

40. Facebook Post – Mission Messaging

41. Facebook Post – Contest Winner

42. Facebook Post – Valentine’s Weekend

43. Facebook Paid Media - Summary
• Reached 1,298,034 million unique Canadians (excluding Quebec), 44%
more reach than forecasted
• Slightly exceeded impression goals by delivering 3,451,506 paid
impressions (100.7% of goal)
• Delivered 52,462 engagements*, 46% more engagements than
estimated
• Garnered a 4.04% unique engagement rate**, meeting our plan of high
engagement (vs. industry standard 1-2% for social, and <0.2% for
display/banner advertising)
• 4,224 new fans acquired (zero at start)
• Total contest entries was 4,336 (80% of goal)
*Engagements defined as likes, comments, shares, link clicks, photo views and video views to 75%+
**Unique Engagement rate represents unique users engaging with at least one post (divided by unique consumers reached)

44. Facebook Media Concluding Summary
• Original planning indicated A18-34 would garner the most efficient
engagement
o Early results indicated that a slightly older demographic, A25-44 was
more likely to engage with the contest, with a heavily female skew,
and therefore media was adjusted accordingly
• Facebook’s mobile platform and strong reach delivered bulk of
impressions (94%), engagements (94%) and paid contest entries (91%)
• For future campaigns, in order to amplify mobile messaging and increase
reach efficiency, expand media to Instagram ads
• Posts with singular call to action will generate more direct response

45. Insights

46. Goals Achieved
Leveraged the brand reach and resources of two national organizations to
develop an impactful campaign
Created a new fundraising property that can expand across the country
Partnered with Air Canada to develop a prize structure that was aspirational
and enticing, encouraging participation and providing great social content
Grew public awareness and interest for both organizations and their
common mission
Social Goal; galvanized a national audience to participate in a new
movement
Collaborated to create content/creative to equally feature both charities

47. Two Brands, One Campaign
Challenges in bringing two charities with existing brands and mandates together for
the first time to ensure both are accurately and equally represented from a content
and creative perspective.
Sponsor Engagement
A great awareness driver for the PCC/CBCF partnership, challenging to engage from
a sponsor perspective without a set valuation.
Staff Capacity
No dedicated new resources for campaign.
Other similar campaigns
Photo sharing contests and campaigns are not a new idea; over the duration of
campaign development, other similar campaigns were discovered, including an
annual “Kiss Cancer Goodbye Campaign” by Stand Up to Cancer.
Challenges

48. Digital Ecosystem
• Facebook Hub vs Microsite – richer digital experience could be created
for supporters through a microsite
• Kiss2Cure Facebook Page required building new community from zero
• Social media content calendar, curation, moderation, paid media
managed through 2 charities and external agency partner
• Coordination of digital assets of both organizations with multiple
websites, social media platforms, email databases, donation forms and SEM
accounts
Challenges

49. Learnings for 2017
• Begin sponsorship discussions immediately
• Develop large offline “kickoff” for launch to garner attention and PR
• Leverage user generated content from 2016 campaign into creative for
next year
• Continue with and build stronger partnerships:
• Media: Clear Channel, Globe & Mail, TLN
• Contest: Air Canada
• Grassroots: Hockey Clubs
• Need campaign activation ideas for Valentine’s Day

50. Together, we can make a difference
"The Kiss2Cure campaign proved to be a fun way for people to
show their support for two great causes, and the imagination and
passion conveyed in those thousands of images has been an
inspiration. But Kiss2Cure also demonstrated the value of
partnership and the strength we have when we work together for
men and women and families dealing with cancer.”
- Lynne Hudson, CEO, Canadian Breast Cancer Foundation
"By uniting and collaborating with the Canadian Breast Cancer
Foundation, we accomplished something no two charities have
done before. Throughout the course of this month, we harnessed
the power of love to raise awareness and funds for the most
common forms of cancer in men and women as one unit.”
- Rocco Rossi, President and CEO, Prostate Cancer Canada

51. Thank You!
Yaz Maziar
Director, Digital Marketing
Prostate Cancer Canada
yaz@prostatecancer.ca
416-441-2131 x 241
@yazmaziar