2026 Winner

The Canadian Cancer Society’s Daffodil Month had long relied on in-person fundraising within Chinese communities, but pandemic disruptions forced a shift to digital, where engagement and donor acquisition lagged. The task was to rebuild trust and drive sustained monthly giving in a category where credibility and long-term thinking heavily influence donation behaviour. Research showed that charitable decisions in Chinese communities are rooted in trust, cultural values and future-oriented impact, with strong resonance for causes framed around collective well-being and scientific progress. The campaign responded with “Plant Good and Good Will Come,” inspired by a well-known Chinese proverb, reframing cancer research support as an act of planting goodness that benefits both community and future generations. The work used culturally grounded storytelling to position monthly donations as a responsible, values-driven choice, delivered through Mandarin and Cantonese creative across digital channels. The campaign generated strong community response, significant earned media and exceeded media and donation targets by 28%, leading to an extended run and showing that trust is what drives sustained giving.

Credits

Agency - Balmoral Multicultural Marketing

Sharifa Khan, CEO
Jeffrey Almeida, Managing Director
Arif Rasheed, VP
Donovan D'Souza, VP
Puneet Ahuja, VP
Lily Kwong, Media Director
Paul Tsoi, Creative Manager
Lorna Leung, Group Account Director
Jessica Siu, Senior Account Manager
Madelynn Teh, Account Executive
Tak Li, Copywriter
Shayla Siu, Copywriter
Hans Fan, Copywriter

Client – Canadian Cancer Society
Lina Mohamed, Vice President, Mass Marketing
Barbara Acampado-Kay, Senior Manager, Integrated Campaigns
Saritha Lobo, Integrated Campaigns & Partnerships Specialist
David Basco, Director, Integrated Campaigns
Jacqueline Lam, Director of Advertising
Mitchell Praw, Vice President, Marketing