Case Study
BC Cancer
A team of health care professionals providing cancer care, treatment and leading innovative research in British Columbia
Introduction
BC Cancer delivers the full spectrum of cancer care, from prevention and screening to treatment, research, and palliative support. With a 10-year cancer care expansion plan in place, they’re committed to reducing the burden of cancer for every British Columbian.
Project Scope
- Employer brand strategy
- Creative direction
- Fully integrated campaign
- Internal communications toolkit
The Challenge
As demand surged and new centres opened, hiring needs outpaced the internal team. Missing staffing targets threatened both the provincial growth plan and the 10-year cancer plan. A bold recruitment strategy was needed to attract the right people, fast.
The Solution
We built an employer brand distinct from patient identity and competitors, anchored by the bold call-to-action: “We’re curing cancer here. Are you in?” The solution included a new tone of voice and graphic identity, a provincial and national ad campaign (OOH, TV, digital, audio), and brand tools enabling internal teams to scale across channels, events, and social media.
The Results
This multi-channel campaign delivered sustained performance across media, engagement, and recruitment:
- Doubled conversions with 29% less ad spend
- 293K+ sessions and 55K+ apply clicks in one year
- 20% more applications per job, despite 233% more postings
- 22M+ impressions and 248K+ visits from paid social
- 14–15K apply clicks annually with 26.5% landing page engagement
The campaign drove both scale and efficiency—proving its value in reach and results.
