Skip to contentSkip to navigation

The Canadian Campaign of the Year goes to NATIONAL and Pfizer Canada

May 03, 2018
Woman in store

Our Firm was thrilled to learn that we have won the coveted 2018 Gold SABRE award for Best Canadian Campaign of the Year for It's About mBC Time/Parlons Stade 4. The SABRE Awards, which are presented by the Holmes Agency and attract close to 2,000 entries each year from across North America, provide the premier showcase for the best that public relations has to offer. Winning campaigns can claim to have been measured against – and triumphed in competition with – the best public relations campaigns in the world.

Upon hearing the news, Rhonda O’Gallagher, Vice President, Corporate Affairs at Pfizer Canada Inc. said, “I would like to thank the teams at Pfizer and NATIONAL as well as the patient associations who worked to bring It’s About mBC Time/Parlons Stade 4 to Canadians. Many women living with mBC in Canada believe their unique needs are lost in the larger narrative on breast cancer. It’s About mBC Time has amplified the voices of these women and provided them the platform and support needed to actively participate in the breast cancer conversation.”

NATIONAL’s campaign was designed to build public awareness about the disease and expand the metastatic breast cancer conversation. Beyond creating awareness, the team focused on important relationships within the breast cancer community, including working with the Canadian Breast Cancer Network, Rethink Breast Cancer and the Quebec Breast Cancer Foundation, to elevate the unique needs of Canadian women living with the disease.

“We are so proud to have received this award and to have been part of such an important awareness campaign,” said Rick Murray, Managing Partner at NATIONAL’s Toronto office. “We want to thank the brave women diagnosed with mBC for sharing their stories with us, and for continuing to inspire our team and healthcare partners throughout the campaign.”

The 2017 campaign has been the recipient of additional prestigious awards this year including:

  • IABC Gold Quill – Award of Merit, Social Media Programs
  • IABC Ovation – Award of Merit, Social Media Programs
  • CPRS Toronto Ace Award – Digital Campaign