The Canadian Cancer Society
Collective Strides
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The initial mission entrusted to us was to create a brand identity specifically dedicated to active transportation for the Canadian Cancer Society. Beyond the mandate, we propelled it further by positioning it as an innovative project for educational stakeholders, health professionals, and community organizations. Artères communes embodies a new momentum in the educational landscape of Quebec and Ontario.
The active transportation project managers at the Canadian Cancer Society are determined to inspire and promote the positive impact of active commuting in everyone's lives. It is this dedication to the cause that inspired us to create a vibrant branding with distinctive colors. Artères communes emerges as a holistic health brand distinguished by its professional character, vibrant identity, and commitment to concrete actions. During the conceptualization of the logo and name, we incorporated the iconic flower of the Canadian Cancer Society. The shape evokes multiple arteries converging at its center, symbolizing the collective union of the brand in the fight against cancer. Graphically, it also represents intersections connecting the streets used during active transportation, while subtly referencing arterial health.
As the primary vehicle for the message of Artères communes, the video has proven to be the perfect tool to anchor its brand identity and spread its impactful message: 'Let's be the change.' It underscores the belief that collectively, we share the responsibility to influence a sustainable future for youth. Targeting school staff members, the video encourages them to embrace the role of ambassadors for Artères communes and to become catalysts for change for their students. It actively promotes active transportation, marking the beginning of a positive transformation for future generations.
Our campaign objective was to first raise awareness among school decision-makers about the importance of prioritizing active transportation daily, and then to encourage them to explore and participate in various projects offered by the Canadian Cancer Society. To achieve this, we initially set up a landing page as digital support for the Artères communes launch campaign. Responsible for presenting the brand and its messages, it serves as a compelling call to action that merges education, health, and community into a shared vision. Subsequently, we developed the Artères communes portal, simplifying the registration process for active transportation activities by the Canadian Cancer Society through a unified portal equipped with comprehensive registration forms. Therefore, we initially set up a landing page as digital support for the Artères communes launch campaign. Responsible for presenting the brand and its messages, it serves as a compelling call to action that merges education, health, and community into a shared vision. Subsequently, we developed the Artères communes portal, simplifying the registration process for active transportation activities by the Canadian Cancer Society through a unified portal equipped with comprehensive registration forms.
Comme nous devions travailler la notoriété de la marque d’Artères communes après son lancement, la campagne de placements sur les réseaux sociaux se devait d’attirer l’attention. Notre mot d'ordre était la promotion de notre vidéo dynamique et colorée, véritable vecteur de diffusion de notre message et mettant en avant les avantages du transport actif. Le défi: établir le positionnement d’une marque nouvelle.
The strategy vs. the resultsThrough our campaign strategies, we had multiple objectives: to launch a new brand and increase its awareness, to generate interest among school staff in participating in the active transportation projects of the Canadian Cancer Society, and to establish a database through a unique login portal. The campaign successfully developed a strong brand with a colorful and distinctive identity, along with clear messages that resonate with audiences and encourage them to connect with the cause.
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