BC Cancer
We're Curing Cancer Here
Building a bold employer brand that attracts top talent and supports cancer care across British Columbia
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
The campaign drove both scale and efficiency—proving its value in reach and 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
