Kruger Products, a Canadian company, is one of the top 5 national brand partners of the Canadian Cancer Society supporting the breast cancer cause. Through its ongoing relationship with the CCS, Kruger Products’ aims to improve the quality of life for Canadian women and families touched by breast cancer. Cashmere, has been raising funds and awareness for the breast cancer cause through various brand-specific cause-marketing initiatives and promotions since 2005.

There’s only one problem; to date, awareness is still relatively low in associating Cashmere as a supporter of this worthy cause. We need a strong campaign that reminds the public that this is still a cause that desperately needs support and that drives awareness of Cashmere's commitment to emotionally connect with consumers.

Creative ideas should embrace a positive, authentic, and relevant message that makes an emotional connection to consumerd and be focused on digital and social media, print and in store point-of-sale.


Copywriter: Rob Ramsay

Art Director: Abby Klages

This campaign received a Bronze Award for the Digital category in the 2019 National Advertising Challenge.

One in Eight
Our roll in breast cancer awareness.

One in eight women will develop breast cancer in her lifetime.* That’s a sobering statistic that affects all Canadians. It’s also the driving force behind Kruger’s decade-long partnership with the Canadian Breast Cancer Foundation. To highlight this partnership, stand out in the bathroom tissue aisle and bring attention to the breast cancer cause, we’re going to colour one out of every eight Cashmere bathroom tissue rolls breast cancer pink. Inside each roll is a self-examination guide that leads users to a dedicated microsite where they can learn more, make a donation and find a local doctor to book a mammogram.
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