Canadian Cancer Society: Cancer Prevention Discounts
Background: Research shows that 30-35% of cancers in Canada can be prevented through healthy eating, exercise, and maintaining a healthy weight. Certain foods can lower cancer risk by 10-40%, for example, cruciferous vegetables like broccoli can help reduce lung cancer risk by 20%. By educating people about the cancer-preventing benefits of food, their plate is more than just a meal—it's preventative medicine.
Idea: To help Canadians reduce their cancer risks, we turned the cancer prevention percentage of select foods into real discounts.
Execution: The Canadian Cancer Society, in partnership with Metro, will introduce discounts on select foods, matching the cancer-prevention percentage of each item to a store discount. For example, consumers can get 10% off citrus fruit such as oranges and help reduce their risk of breast cancer by 10%. The promotions will run during cancer awareness months as part of an 8-month initiative to bring greater attention to common cancers in Canada.
