Young Adult Cancer Canada

Young Adult Cancer Canada

Connecting Young Adults With Cancer Through Digital Storytelling

For young adults facing cancer, community and connection can be just as important as treatment. Young Adult Cancer Canada (YACC) supports people across the country who are navigating cancer during some of the most formative years of their lives—providing resources, advocacy, and spaces where they can connect with others who share similar experiences.

 

The Challenge

When the pandemic forced communities online, YACC launched Primetown, a national virtual summit designed to bring young adults with cancer together to share stories, learn from one another, and strengthen the sense of community the organization is known for. To ensure the initiative reached those who could benefit most, YACC partnered with BlueSky to increase awareness of the organization and encourage young adults with cancer—and their supporters—to participate.

 

The Strategy – What BlueSky Did

BlueSky developed a digital storytelling campaign designed to meet young adults where they already consume information and share experiences: on social media.

The strategy centred on authentic patient voices, partnering with young adult creators who were willing to share their personal cancer journeys across platforms such as TikTok, Instagram, YouTube, and Facebook. By highlighting real experiences–from diagnosis and treatment to recovery and resilience–the campaign created content that felt relatable, supportive, and community-driven.

To extend the reach of these stories, influencer content was supported with targeted paid amplification that directed audiences to the Primetown website and registration page. Several creators were also integrated directly into the summit as speakers, helping deepen the connection between online storytelling and the broader YACC community.

 

The Results

The campaign generated strong engagement and meaningful reach among young adult audiences:

  • 200,000+ organic views on creator content across social platforms
  • 13,000+ clicks driven to the Primetown website through paid amplification
  • High engagement across TikTok, Instagram, YouTube, and Facebook among young adult audiences
  • Expanded reach and budget for Primetown 2022 following the success of the initial campaign

 

The Impact

The campaign helped strengthen awareness of Young Adult Cancer Canada while bringing more young adults with cancer into the Primetown community, meeting audiences on the platforms where they connect most.

 

Content Development

Effective, creative content is at the core of what we do. From B2B and B2C, our expertise spans article writing and storytelling, editorial planning, key messaging, video production and more. And we help ensure that your content gets seen. We amplify your brand’s story through an integrated, custom content strategy across digital, print, social and broadcast channels. We maximize owned, earned and paid media to amplify your message, making sure it gets in front of the right audience to drive the results you want.

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Corporate Communications

An integral part of any business, your brand reputation and corporate communication sets the tone with the public, your clients, employees and stakeholders – and we make sure you get the tone right. BlueSky helps you understand what matters to your audiences – both external and internal – and develops meaningful programs that resonate. We help clients with crisis and issues management, employee and executive communications, community relations and corporate social responsibility (CSR). Whether it’s a workplace fundraiser event, an annual report, infographics, HR video or speechwriting, we help you share your message with relevant stakeholders.

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Social Media

Social media demands an always on, two-way communication, transparency, and authentic interaction. More importantly, it demands strategy. We’ve managed social communities, developed social media guidelines and created engaging, impactful content, whether a short Instagram caption or long-form executive-published posts on LinkedIn. Through social listening tools and insights, we can make sure you’re talking about what matters most to your audience, and that your online and traditional PR efforts are integrated seamlessly and effectively.

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Public Affairs & Advocacy

Our in-depth experience providing integrated government relations, public affairs and strategic communications tailored to your needs helps our clients navigate the public policy process in order to successfully achieve central objectives. We work with you to better position your priorities within the current political landscape to ensure you’re able to gain the ear of key decision-makers and reach your goals.

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Influencer Marketing

When it comes to social influencers it’s not about who has the biggest audience, but about engagement, trust and authentic connection. We leverage valued relationships with nano- to celebrity-level creators, working collaboratively to ensure they deliver quality content that resonates with your target audience and is on-point with your brand messaging. Our winning formula requires a thoughtful approach that combines the right people, the right content and the right distribution to maximize engagement and drive impact at scale. You’ll see the results in our campaign evaluations – supported by numbers that exceed industry average performance.

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Media Relations & Media Training

In an environment that is increasingly pay-to-play, earned media remains the holy grail of coverage for brand credibility. Over the years we’ve developed solid relationships with traditional and online media, and we know the elements of success for securing interest from trusted journalists at top-notch publications. We excel at crafting tailored, compelling stories that help keep your brand top-of-mind across print, broadcast and digital channels. You’ll see the results through our media measurement and reporting and assess your share of voice (SOV) among competitors.

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