The Web Marketing Association is proud to present this 2013 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.

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PRINCESS MARGARET - I BELIEVE WEBSITE

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Outstanding Website

As one of the world's top five cancer research centers and Canada's leading cancer treatment center, The Princess Margaret Hospital has boldly set its goal as nothing less than to "conquer cancer in our lifetime." The answer to truly conquering cancer is the transition from traditional one-size-fits-all cancer care to more personal and specific care for every cancer patient. To fund this audacious goal, The Princess Margaret Hospital Foundation (PMHF) asked for help in formally launching its biggest fundraising campaign to date raising $1 billion. In the few weeks leading up to the launch event, a website was created to support three key goals of the campaign: Announce the Billion Dollar Challenge Educate about Personalized Cancer Medicine Evoke a response to "Believe It" Bolstered with PMHF's constantly updated YouTube content and campaign news, this beautifully engaging single-page site works as a hub to inform, donate and spread the message. To drive traffic, traditional and broadcast ads used a call-and-response format to dare those in the greater Toronto area and across Canada to "Believe It" by visiting http://IBelieveIt.ca. The initial response has been terrific. The five-year campaign has just begun, but there are already plans to continue to evolve and grow this web property as the foundation for the fundraising that's vital to The Princess Margaret's mission.

Contributors:

Cheif Creative Officer: Debbi Vandeven
Group Creative Director: Aaron Evanson
Senior Art Director: Jason Caton
Creative Director: Jeff Berney
Experience Architect: Mason Pine
Director, User Experience: Bob Miller
Group Account Director: Jennifer McDonald
Senior Account Manager: Chad Beatty
Developer: Andrew Koebbe
Developer: Susan Carrico

VML

Location: USA