Canadian Cancer Society
BETTER for All Branding
Challenges
The Canadian Cancer Society’s (CCS) BETTER for All program is designed to help reduce the risk of cancer and chronic diseases in newcomer and racialized communities across the Greater Toronto Area (GTA). Many from these communities face barriers to accessing preventive care and this program aims to change that. Through social support for tobacco reduction, access to prevention practitioners, and the help of trained peer health coaches, participants are empowered to make lasting, healthier lifestyle changes. What’s unique about this program is that the coaches and practitioners are recruited from the very communities BETTER for All aims to serve. They bring lived experience and a deep understanding of what it takes to set and reach health goals.
With understanding that this program is tailored for systemically underserved individuals, (e.g., immigrants, refugees, racialized groups, 2SLGBTQIA+ people, those without health insurance or immigration status, and low-income or precariously employed individuals etc.), our work needed to consider how it could impact and reach these key audiences. To successfully launch BETTER for All, we carried out market research, built a distinct and inclusive brand, developed outreach resources, built a communications strategy that would encourage the recruitment of participants and peer coaches, and strengthened recognition for the Canadian Cancer Society and its partners.
Strategy
Throughout our Listen Phase, we collaborated closely with the Canadian Cancer Society (CCS) team by conducting interviews and leading strategic workshops with stakeholders. These sessions informed the development of a refreshed BETTER for All brand platform, including a new logo and a suite of outreach materials tailored to connect with underserved communities. This comprehensive set of assets—brochures, social media ads, takeaway pamphlets, and posters—were designed to interest diverse audiences and drive engagement. To ensure accessibility and cultural relevance, all materials were translated into Portuguese, Mandarin, Spanish, and French, reflecting the rich multicultural makeup of the communities the program aims to serve.
Solutions
The Logo
The BETTER For All logo is the heart of our brand identity system. The Community symbol is made up of people holding hands to indicate their support of one another. It also shows how Peer Health Coaches are integral in providing supportive guidance to community members. Our multiple colours represent diversity, and the overall shape of the symbol creates a healthcare cross that is familiar and readily recognized.
Our Outcomes
Our creative work on the BETTER for All brand and branding collateral had a significant impact on campaign performance. The conversion campaign we developed generated 87 leads and 863,411 impressions demonstrating strong engagement and reach. We’re proud to say the new brand identity has made a lasting impact for the BETTER for All program as well as the communities served throughout the GTA.
