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.