This Foundation Imagines What More Moments Mean for More Albertans

The Alberta Cancer Foundation (ACF) has launched its 2024 Year End Campaign across the province. This year’s platform was inspired by the stark reality that 1 in 2 Albertans will face a cancer diagnosis in their lifetime.

Furthermore, it expands on ACF’s positioning statement (To Create More Moments For More Albertans) by showing what ‘more moments’ actually mean for Albertans facing cancer; more time with kids, more Christmas mornings and even more family dinners.

“This captures the heart of our mission: giving cancer patients the one thing they cherish most—more time with their loved ones,” says Ryan Kelly, VP Communications and Community Partnerships, “It’s a powerful reminder of why we fight every day.”

Creative agency Full Punch leveraged their Edmonton office to work with ACF on the campaign, creating a series of spots that juxtapose Albertans during cancer treatment with their happier moments afterward. For the soundtrack, ACF partnered with Canadian music icons The Arkells. Their song, Strong, was written by frontman Max Kerman detailing his late friend’s battle with cancer. The track perfectly complements the Year-End campaign, highlighting the moments of sadness and joy, heartbreak and relief all too familiar with anyone in a battle with cancer.

Commenting on the work, Full Punch Creative Director Kyle Darbyson says they wanted to humanise the idea of more time. “These aren’t just sick people in hospital gowns or headscarves, they’re mothers, fathers, uncles, friends— and we all stand to gain so much from them if we give them more time.”

For an added layer of authenticity, dozens of real home videos (including many from families who benefited from ACF’s services) were used. “They give a glimpse of the sheer number of these ‘moments’ donations are enabling beyond the three stories we focus on,” says Darbyson.

The Year End campaign, one of the first to use ACF's bold, new brand identity, runs from November 25th to December 31st, 2024, across various media channels throughout Alberta. To learn more about ACF and how to donate, please visit albertacancer.ca