2022 Winner

In 2020, BC Cancer Foundation saw a 20% decrease in new diagnoses of testicular cancer due to the pandemic, an alarming statistic since the past four decades have seen a 400% increase in cases. With early detection as the focus, the Foundation worked with Rethink to raise awareness by reimagining its ribbon symbol. The purple ribbon was doubled and flipped upside down – creating an instantly identifiable icon to represent testicular cancer – and made into a wearable pin. The “Ballsy Ribbon” campaign included a cheeky video with instructions on how to perform a self-check, and drove organic discussion on social and Reddit among testicular cancer patients and survivors. Due to its success, the symbol and initiative will be repeated annually.

Credits

Client: BC Cancer Foundation
Agency: Rethink
Chief Creative Officer: Aaron Starkman
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Leia Rogers, Morgan Tierney
Creative Director: Hans Thiessen
Art Director: Jake Gauthier, Dosh Osholowu
Designer: Max Littledale
Writer: Evan Kane, Dan DeBacker
Lead Strategist: Samantha Cheng
Producers: Scott Russell
Studio Artist: Jan Day, Jonathon Cesar
Account Director: Kennedy Crawford
Account Manager: Michelle Rupisan