It’s easier to let your brain brush past a donation campaign if the cause is for someone else. Having to put yourself in someone else’s shoes is something quite different.

People use the phrase, “I can’t imagine…”, when confronted with another parent’s childhood cancer. Canadian indie, The Garden, and Childhood Cancer Canada (CCC) ask them to imagine it.

Let’s Face the Unimaginable leads with a hero film that asks viewers to pause and imagine the unimaginable, the cumulative impact of childhood cancer beyond the moment of diagnosis, from job loss and financial strain to relocation, isolation, and the emotional toll carried by parents and siblings alike. Defined by raw, unguarded moments, the film captures how childhood cancer continues to shape family life long after diagnosis.

The film, directed by Jason van Bruggen of Suneeva, features real CCC families at various stages of treatment and recovery. Shot with a deliberately small, intimate crew, the production prioritised sensitivity and trust, drawing directly from families’ lived experiences to shape the visual narrative.

The campaign aims to reframe public understanding of the lifelong, family-wide realities that follow. Right now, more than 10,000 families in Canada are caring for a child with cancer, and an average of six children are diagnosed every day. CCC is the leading national organisation in Canada focused exclusively on children’s cancer, supporting families through awareness, research funding, and long-term emotional and financial care. 

“Childhood cancer is often seen as a single moment — a diagnosis or a hospital stay — without fully understanding the ripple effects it creates for entire families,” stated Kyle Smith, director of Development, CCC. “At Childhood Cancer Canada, we face those realities every day alongside families, providing financial, psychosocial and community support,  investing in critical research and creating awareness. This campaign reflects the realities that childhood cancer is more than a diagnosis; it has many hidden impacts on a family. We believe that only by confronting the full experience can we create better outcomes for families.”

“We heard directly from families with lived experience that ‘I can’t imagine’ was something people reflexively said to them, often as a way to avoid hearing more,” added Lindsay Eady, executive creative director, The Garden. “Let’s Face the Unimaginable is about pushing past avoidance and discomfort toward understanding, because we can’t begin to make a difference until we confront the reality of childhood cancer.”

The full campaign also includes OOH, digital, and social rollout designed to make the unimaginable unignorable. The still work poses stark “Imagine” scenarios — such as “Imagine your child needs a second round of treatment” followed by, “and you need a second mortgage” – bringing the financial, emotional, and practical realities families face into sharp focus.

“By stripping out photography, we intentionally left these scenarios to the audience’s imagination,” stated Mriga Suchdeva, senior art director, The Garden. “It creates space for people to place themselves in these situations, making the impact not just powerful, but personal.”

The Canada-wide campaign launched in February in support of International Childhood Cancer Awareness Day (February 15) and will run across donated media, including television, radio, out-of-home, digital, and social placements. Symbolic visibility efforts will run alongside the media rollout, landmarks across Canada – including the CN Tower, lit yellow and gold in recognition of the day. Glassroom, part of Humanise Collective, handled the media buy. 

Credits:
Client: Childhood Cancer Canada 
Executive Director: Angie Ramalho
Director of Development: Kyle Smith
Marketing Manager: Cheryl Climie-Smith 
Senior Coordinator, Programs & Community Engagement: Nicle Raso 

Agency: The Garden
Co‑Founder and Chief Creative Officer: Shane Ogilvie
Co-Founder and Chief Strategy Officer: Shari Walczak
Executive Creative Director: Lindsay Eady
Senior Copywriter: Nuala Murray
Senior Art Director: Mriga Suchdeva
Executive Design Director: Adriana Ivory
VP Client Leadership: Kendell Edney
Business Lead: Delaney Brough
Strategist: Sabesh Balasingam
Project Lead: Mariana Leon Franco
Executive Producer: Melanie Lambertsen
Studio Director: Jamie Morren

Production Company: Suneeva
Executive Producer: Geoff Cornish
Director: Jason van Bruggen
Line Producer: Kailey Shanque
Cinematographer: Stuart Cameron
1st AC: Nick Petrie

Editorial Company: Nimiopere
Editor: Leah Lalich
Assistant Editor: Bianca Bissada
Executive Producer: Jenna Edwards

VFX & Finishing: Motomotus
VFX Artist: Lauren Rempel
Executive Producer: Morgan Campbell

Post Production: Alter Ego Post
Colourist: Andrew Ross

Music and Sound Design: Eggplant Music & Sound
Executive Producer: Nicola Treadgold
Associate Producer: Nick Nadeau
Voice and Music Director: Adam Damelin
Engineers: Nathan Handy & Ben Spiller

Media Agency: Glassroom 
Executive Managing Director: Sarah Thompson
Director, Performance & Investment: Camille Bazureau
Supervisor, Digital Platforms: Roger Tabares
Media Investment Director: Jennifer Hart
Senior Strategist: Lindsey Barrett

PR: Glossy