Canadian Group Gets Tough in Cancer Fight

The Canadian Cancer Society is taking a new, edgy approach to its public war on cancer. Canadian Press reported on the campaign January 28. For decades, the group has used the daffodil as its symbol. The new campaign, called “Join the Fight,” is not so gentle. Its multimedia ads and online videos focus on people with cancer and family members of those who died. And they are angry and determined. The ads speak directly to the cancer as if it were a person. A young man yells: “You’re not taking anyone else from me. Never!” A tearful man with advanced colorectal cancer declares, “You will be defeated.” The campaign also reaches out to younger people through Facebook and Twitter. The aim is to inspire people to take action against cancer, a spokesman said.