The Princess Margaret Hospital is one of the top cancer facilities in the world.Their progress relies heavily on donations. When PMH made the bold statement : "WE WILL CONQUER CANCER IN OUR LIFETIME." It's safe to say, there were skeptics. Our goal was to turn skeptics into believers. Our campaign used misdirects to challenge misconceptions about the fate of cancer patients head-on and bring a positive light to an often negative situation. In the four months since it launched, the Believe It vamping has raised more than seventy million dollars for PMH cancer research.