Success of the campaign

Ovarian Cancer Canada’s “Ladyballs” marketing campaign launched in December 2015 with a 30-second video spot, a 60-second cinema version and an on-premise film in restaurants, bars and salons. It depicted situations such as business meetings and social gatherings – where women have to make brave decisions, reminding women that they have balls, too, and leading to the line, “Do you have the ladyballs to do something about ovarian cancer?”

Print and digital ads featured women of varying ages and ethnicities to show that the disease does not discriminate. “Show us your ladyballs” – a user-generated activation – was deployed in social, digital and search, allowing the public to display their support for the cause, while PR and community outreach amplified the message. Ovarian Cancer Canada representatives and women living with the disease were also featured in national TV and radio news segments. The campaign ran until May 2016.

Elisabeth Baugh, CEO of Ovarian Cancer Canada said “This campaign has really been a game changer for the cause.”

After its creation by Grey Canada, the campaign received more than $12-million in donated advertising space when Lauren Richards, principal of Toronto media consultancy Pollin8, who herself was diagnosed with ovarian cancer, enlisted Canadian broadcasters, newspapers, magazines and online publishers to donate space and time for the campaign.

RESULTS

The Ladyballs marketing campaign won the following marketing awards:

Cannes 2016 Winner: Silver Lion, Fundraising and Advocacy, Health & Wellness
Cannes 2016 Winner: Bronze Lion, PR
Cannes 2016 Shortlist: Glass Lion
Canadian Marketing Association 2016 Winner: Gold, Advertising, NFP/Fundraising/Public Service
Canadian Marketing Association 2016 Winner: Silver, Community Engagement, NFP/Fundraising/Public Service
CASSIES 2017 Winner: Gold, Underdog
CASSIES 2017 Winner: Silver, Cause + Creative Effectiveness

The campaign prompted a 118% year-over-year increase in inquiries about Ovarian Cancer from women, along with an average increase of 22 donor calls per week. Seventy five percent of donations received during the campaign were from new donors. The campaign prompted one donor to immediately pledge $100,000. Calls to Ovarian Cancer Canada’s regional offices went up by 35% and social engagement increased by 220%.