Cancer in Canada

Context
Context
Approach
Impact

The Canadian Cancer Society (CCS) is fighting the same uphill battle faced by other organizations within the charitable sector: growing cynicism and declining trust. In the face of this threat, CCS sought to better understand Canadians’ views on their brand, alone and within the sector.

We conducted a series of focus groups across the country to understand Canadians’ giving habits as they relate to health charities, how they see the competitive set, and how they perceive the CCS brand. In addition, the groups examined CCS’s donation offerings. The qualitative phase findings were supplemented with and corroborated by a deep dive quantitative phase.

Research results successfully contributed to CCS’s brand positioning and continue to be absorbed and rolled out across the organization. The insights led to exciting conversations that are sparking the continuing brand renewal.

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