Lowe Roche Goes Fearless for Canadian Cancer Society

By Erik Oster 

Lowe Roche has launched a new interactive campaign for the Canadian Cancer Society called “The Fearless Challenge,” which attempts to raise money online by asking people (such as the actors involved with the campaign) to face their worst fears for a certain price to be donated to the Canadian Cancer Society. If the goal is met, individuals honor their pledge by facing their fear head-on.

“The Canadian Cancer Society is committed to creating a world where no Canadian fears cancer, but we are not there yet,” explains Mike Kirkpatrick, director, marketing for the Cancer Society in Ontario. “We know that more work needs to be done because a cancer diagnosis is still one of the scariest things a person can face.”


The campaign attempts to help raise funds to help those with cancer, based on the insight that a cancer diagnosis, despite progress with managing the disease, is still a very fearful proposition. So in addition to helping to raise funds, the campaign also attempts to help tackle that fear in cancer patients by showing people conquering their own greatest fears. Celebrity endorsers and participants in the campaign include actor Jason Priestley, sports commentator Jesse Palmer, Shannon and  Sophie Tweed-Simmons of Gene Simmons Family Jewels and Shannon & Sophie, and Hedley bassist and cancer survivor Tommy Mac. But the campaign isn’t just relying on celebrity endorsements, it invites viewers to participate by filming their own video and making a pledge at FearlessChallenge.com. Stick around for credits and actor Jonathan Keltz’s pledge after the jump.


Client: Canadian Cancer Society
Vice President, Development & Marketing: Lesley Ring
Senior Manager, Marketing & Development: Sue Dalos
Senior Manager, Advertising & Production: Mickey Spinosa
Director, Marketing: Mike Kirkpatrick
Creative Agency: Lowe Roche
Creative Director: Mark Mason
Creative Director: Jane Murray
Associate Creative Director: Jesse Pearson
Copywriter: Jeremy Richard
Designer: Ben Coles
Account Director: Katie Musgrave
Account Manager: Hillary Pitcher
Director of Production: Beth MacKinnon
Agency Producers: Sumit Ajwani, Jonny Pottins
Strategic Planners: Jonathan Daly, Laura Davis-Saville
Still Photography: Incision Creative
Photographer: Mark Luciani
Producer: Jesse Hunt
Production Company: Descendants
Director: James Arthurs
Executive Producer: Tasha Litt
Line Producer: Todd Huskisson
Digital Production: Lowe Profero
Digital Fundraising Agency: Charity Dynamic
Editorial: Saints
Editor: Red Barbaza
Music: “We Are the Brave” by Rebel Coast
Sound Design: Boombox
Radio Production: Pirate
Track Director: Chris Tait
Editor: Jared Kuemper
Producer: Kate Goora-Fried
Media Agency: UM
VP Client Partner: Helen Galanis
Manager, Connection Planning: Rachael McNally
Digital Strategist: Eden Pettigrew ​