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THE NEW PMH DONATION CAMPAIGN
Published:
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. 
"Believe It" hit various news programs, blogs, magazines as well as many newspapers. The National Post even added a weekly new section to their saturday publication called "Believe It" focused on cancer research.
PMH partnered with the National Post to develop a weekly section of the Saturday paper titled "Believe It" which focused on all aspects of cancer research.
PMH IS TURNING "HOPE" INTO "DO"