In an effort to reframe some of the conversation around cancer, and also raise a load of money in the process, the Canadian Cancer Society has launched the Fearless Challenge, a fundraising site where members of the public can pledge to face their phobias…
Created by Lowe Roche, the project is introduced in the (slightly cheesy) YouTube video below, which features various Canadian actors and performers endorsing the campaign. The fun of it really starts though when you visit the site at fearlesschallenge.com and see some of the pledges that the public have made, which are more eccentric and amusing.
As well as raising money for the Canadian Cancer Society, the project aims to allow people to introduce the word ‘fear’ into their conversations about cancer. While a cancer diagnosis may be one of the most frightening experiences someone has to go through, much of the dialogue around the disease tends to focus on ‘fighting’, rather than admitting that it can be terrifying. “I think the Fearless Challenge is a new and exciting way to reframe the conversation around cancer,” says musician and cancer survivor Tommy Mac, who is endorsing the campaign. “It’s important that we look at fear, because it’s something that hasn’t really been touched upon before as a way of fundraising. Looking into the mind of a person who has faced their worst fear, ‘cancer’ is the most fearful, terrible word out there, so I think it’s a new interesting way to re-examine things.”
To take part in the Fearless Challenge, participants simply have to state a fear they will overcome and for how much on the website, ask for donations, and when the fundraising goal is reached, upload a video proving that they have faced their fear. Find out more at fearlesschallenge.com.
Agency: Lowe Roche
Creative directors: Mark Mason, Jane Murray
Associate creative director: Jesse Pearson
Creatives: Jeremy Richard, Ben Coles
Production company: Descendants
Director: James Arthurs
Digital production: Lowe Profero