The Princess Margaret launches new 'In Our Lifetime' campaign



    TORONTO, June 29 /CNW/ - The Princess Margaret Hospital Foundation (PMHF)
today announced the launch of its new 'In Our Lifetime' campaign, which
centres on three commercials that will carry Princess Margaret Hospital's
branding in a most creative manner to media outlets across the country.
    The Princess Margaret 'In Our Lifetime' commercials, running 90-, 60- and
30-seconds in length, take the brand's creed and bring it to life. The
commercials utilize a combination of doctors, nurses, patients, survivors,
families, donors and supporters to tell the story of the extraordinary work
being done at The Princess Margaret. Using The Verve's 'Bittersweet Symphony'
as a soundtrack, specially licensed for use in the commercials, the visuals
carry the impactful message. Participants are seen holding signs with simple
but effective messages that reflect their personal commitment to The Princess
Margaret.
    On one incredible day, Sunday, April 19, 2009, over 100 participants,
each with their own unique story, gathered at The Princess Margaret in order
to create these larger-than-life commercials. From dawn to dusk, crew mingled
with patients, doctors, nurses and others in shooting these commercials. A
testament to the diligent work of the crew and the patience of all those
involved has resulted in three highly emotional and visually arresting
commercials.
    Created pro bono by the outstanding team at Y&R, the commercials are an
extension of The Princess Margaret creed, which established the commitment to
'conquer cancer in our lifetime.' Y&R consolidated the vision of The Princess
Margaret into prose that beautifully reflects that vision. These commercials
take that creed and actualize it.
    "This is one cause all of us at Y&R can get behind. It has touched all
our lives in some way," stated Chris Jordan, President and CEO of Y&R. "Our
strategic approach was to focus on the great momentum in the fight to conquer
cancer and PMH's strong role in that progress. They are one of the top 5
cancer research centres in the world and our progress is so compelling that we
have put a timeline down - 'we are conquering cancer in our lifetime at The
Princess Margaret.'"
    Paul Alofs, the President and CEO of The Princess Margaret Hospital
Foundation, added his enthusiasm. "For months, the great creative and strategy
team at Y&R has worked on a concept to truly tell our story. We have
incredible patient stories, plus complex research stories and clinical
stories. The stories are moving, emotional and true. Y&R has blown us away
with their creative concept for our 'In Our Lifetime' commercials. These
commercials really exhibit that a lot can happen in a lifetime."
    The commercials are being taken to the media in hopes of finding
broadcast partners willing to assist The Princess Margaret in its vision to
conquer cancer in our lifetime. Other outlets for screening the commercials
are also being pursued. The strategy of The Princess Margaret Hospital
Foundation is to have the commercials aired through July, August and beyond.
    To view the commercials, visit www.pmhf.ca.

    About Princess Margaret Hospital

    Princess Margaret Hospital and its research arm the Ontario Cancer
Institute, which now includes The Campbell Family Cancer Research Institute
and The Campbell Family Breast Cancer Research Institute, have achieved an
international reputation as one of the top 5 cancer research centres in the
world. Princess Margaret Hospital is a member of University Health Network
which also includes Toronto General Hospital and Toronto Western Hospital. All
three are research hospitals affiliated with the University of Toronto. More
information about UHN can be found at www.uhn.ca.

    About The Princess Margaret Hospital Foundation

    The Princess Margaret Hospital Foundation at University Health Network
raises funds for breakthrough research, exemplary teaching and compassionate
care at Princess Margaret Hospital and its research arm, the Ontario Cancer
Institute, which now includes The Campbell Family Cancer Research Institute
and The Campbell Family Breast Cancer Research Institute. More information
about the Foundation can be found at www.pmhf.ca.





For further information:

For further information: Kevin Shea, Manager of Public Relations,
Princess Margaret Hospital Foundation, (416) 946-2898, kevin.shea@pmhf.ca


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