News: Shocking video toughens up image of Canadian Cancer Society

When I think of the Canadian Cancer Society, I can’t help but imagine a field of yellow daffodils. Pretty wimpy. But my perception of the organization just got grittier after viewing their hard-hitting online video entitled, ‘Fight.’ The unscripted piece featuring angry and determined people affected by cancer has been named best video by a large organization at the international Doogooder Non-profit Video Awards held at the 2010 Nonprofit Technology Conference in Atlanta this past weekend.

While I’ve grown accustomed to cancer charities using the usual tear-jerking imagry to raise money to support the cause, this video is different. It gets angry. It showcases cancer survivors, care givers and family members not as victims, but as tough, strong and mad as hell at a disease that robbed them of huge pieces of their lives. I think the piece is very effective, as is their latest campaign “Fight Back." Their website’s moto: "If you’re here to pick a fight, you’ve come to the right place.” Take that, cancer.

What do you think about the Canadian Cancer Society’s "get angry" approach?

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