Since 1935, the BC Cancer Foundation has served as the fundraising partner to the BC Cancer Agency and is the single largest charitable funder of cancer research in the province. To help the organization stand out from the dozens of cancer charities in the province, we helped the Foundation illustrate its unique and close relationship with BC's cancer researchers. Through a new identity, videos telling survivor stories, and print and broadcast media, we highlighted the direct connection between making a donation to the Foundation and the many cancer research breakthroughs made by BC researchers. Result? Many fundraising objectives have been met – and surpassed.