Saskatchewan Cancer Agency (SaskCancer)
SaskCancer Agency is the provincial organization responsible for providing cancer care services across Saskatchewan. It delivers cancer screening, treatment, patient support, and education programs, while also leading cancer research and prevention initiatives to improve outcomes for people across the province.
The Challenge
When cancer is found late, outcomes are often poorer. In Northern Saskatchewan, that reality is compounded by distance, access and trust.
SaskCancer engaged Brown to develop a culturally appropriate awareness campaign for upper gastrointestinal (GI) cancers. The goal was to increase awareness of symptoms and risk factors among First Nations and Métis communities in Lac La Ronge and Stanley Mission, as well as physicians supporting these regions.
Our Solution
Our approach focused on the Indigenous tradition of storytelling, framing GI cancer awareness as part of holistic well-being—physical, emotional and spiritual. This aligned with community values and was made possible through extensive co-creation with SaskCancer’s Community Advisory Group composed of people living in northern Saskatchewan.
The council emphasized avoiding stereotypes, showcasing Northern Saskatchewan landscapes, and reflecting real community life—canoeing, spending time with family and friends, and playing crib. They also requested clear visual explanations of where upper GI cancers occur in the body and the symptoms to watch for.
Meeting these requirements within a single campaign called for a flexible medium. We developed a fully custom illustrated and animated concept.
The Work
We created David, an Indigenous man from Stanley Mission, whose story illustrates the early signs of GI cancer. The video blends cultural imagery with educational content, supported by an Indigenous narrator to maintain authenticity.
Assets were adapted into shorter video clips, static materials, radio spots and direct mail. All materials were translated into Woodland Cree, with subtitles added to the video to support accessibility and cultural relevance.
The media strategy used a hyper-targeted, multi-channel approach, including:
• Animated video and short-form social content
• Radio and direct mail
• Posters, brochures and clinic-based materials
• Visual storytelling rooted in Indigenous insight
• English and Cree language executions
We broke the video into three 15-second cuts, delivered sequentially as viewers browsed YouTube. This approach resulted in an 87 per cent completion rate across the full message, supporting strong awareness and education outcomes.
The Results
David quickly became one of SaskCancer’s most recognized and well-received characters. His story resonated strongly and has since been expanded across brochures, pull-up banners and educational materials.
The campaign generated strong engagement among people aged 25 to 44.
Results included:
• 1,400 clicks
• 285,000+ views and more than 1,700 visits for more information
• 67 per cent more traffic than forecasted
• Nearly 17,000 people reached in the target area
English content drove reach, while translated content led to stronger follow-through.
Community feedback and early results indicated:
• Increased awareness of symptoms and when to seek care
• Educational materials were viewed as culturally appropriate and effective
• The campaign supported broader efforts to improve early detection and access to care
Improving cancer outcomes in the North requires working collaboratively with communities to help build awareness and trust.
This campaign shows how thoughtful, culturally informed creative can support early detection and complement system-level efforts to improve diagnosis and care.
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