Awareness campaign ready for liftoff
November 18, 2015
For too long the conversation about ovarian cancer has been limited to close-knit circles, doctors’ offices, treatment centres and support groups. Part of the reason is because the disease continues to be shrouded in complex medical terms that many people find difficult to understand.
To change the way Canadians talk about ovarian cancer and to enable people to ask questions about the disease, the new national awareness campaign approaches the discussion with a new voice. It’s gutsy and bold, demanding to be heard. Some might even say that it pushes the envelope too far.
But, at its heart, the campaign pays tribute to the very things that make people. Quite literally, ovaries – and a whole lot of chutzpah.
Barb Fleming took to the concept immediately. The idea struck a chord that was at once familiar and relatable. To her, it set up the conversation about reproductive health in a way that would capture and expand interest.
Barb Fleming at a photo shoot
“When we talk about ovaries we’re talking about female gonads - ladyballs,” Barb says. “But beyond this, and perhaps more importantly, having ladyballs is about being powerful and persevering.”
And no one knows it better than a woman living with the disease. Currently in treatment for a recurrence, Barb appears as one of the faces of the print campaign.
Geri Hall, a Canadian actor and comedian best known for her work on This Hour Has 22 Minutes, also signed on support. Along her path to motherhood, she’d come to question why people don’t talk about ovaries.
Geri Hall at the video shoot
“The terrible irony is that the very parts of us that can give life can be impacted by cancer. It’s not something to be polite about,” says Geri. “If this campaign opens up the conversation about ovarian cancer, to get people talking about how there is no test and how symptoms are so easy to overlook, we will have done a beautiful thing.”
In public service announcements, Geri will appear alongside Teresa Pavlinek, star of The Jane Show, and Canadian poker great Evelyn Ng. Through their involvement, these recognizable personalities are showcasing everyday acts of courage that help bring the campaign to life.
“With this we want to establish the term ladyballs in mainstream conversations,” says Justine Greene. “Because when people talk about them, they are talking about ovaries and they are talking about true strength.” Now a member of the Ovarian Cancer Canada Board of Directors, Justine lost her mother to the disease in 2010.
Preparing for launch
The campaign is being promoted by Lauren Richards, a leading light in the media industry who recently went public about her own journey with ovarian cancer.
“I am thrilled with how receptive the media has been to the campaign. Champions are stepping up to bring it on air and online,” says Lauren. “This is exactly the response we were hoping for and the only way to get in front of Canadians and spark their desire to learn more about what they can do about ovarian cancer.”
Lauren’s long-time friend Janice Smith, VP of National Media Sales for Rogers Media, hopes the campaign will be seen and heard nationwide. “Women like Lauren are sideswiped when they receive their diagnosis, particularly in the case of ovarian cancer because so little is known about the disease and it’s so rarely talked about. But this campaign has balls - ladyballs - and the potential to change everything.”
The new national awareness campaign hits newsstands in the December issue of Reader’s Digest.
Visit ladyballs.org and stay tuned for information on how to get involved.