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Cystic Fibrosis Canada conducts holiday campaign

Toronto-based charitable organization Cystic Fibrosis Canada has begun a new holiday season campaign called "The Moment We Knew." The campaign, which will run until the end of the year, depicts the moments people learned that someone close to them had cystic fibrosis. The intent of the campaign is to highlight the ways in which the disease impacts families.

The initiative consists of two online videos, accompanied by digital marketing, social media activities and direct mail. The campaign was developed by VivaMedia in association with Grassriots and Engaging Networks. According to the organization, this is the first campaign from Cystic Fibrosis Canada to integrate online and offline marketing.

"We are privileged to share these remarkable stories of love and strength," said Jennifer Nebesky, chief marketing officer at Cystic Fibrosis Canada. "We hope the personal stories that the families have shared inspire Canadians to give this holiday season, and we're thrilled to be taking a fresh approach to engaging our donors across online and offline communications channels. We continue to work so that in the future, a diagnosis of cystic fibrosis does not have to mean losing a loved one."

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