Brain Tumor Foundation of Canada

Hats for Hope


Glioblastoma (GBM) is the most common and aggressive malignant primary brain tumour. However, most people don’t know the difference between brain cancer and brain tumours. And complicating matters further is the fact that cancer fundraising and awareness efforts are a cluttered space with many competing symbols.


Inspired by the ALS Ice Bucket Challenge, Argyle developed an approach that was collaborative and multi-faceted by leveraging a symbol already important to the brain tumour community: the toque. We found a political champion in the House of Commons, seeking to give #HatsForHope an official place in Canadian awareness days. We then engaged influential Canadian celebrities to join the campaign and share images of themselves with #HatsForHope toques.


Between October 1st and October 31st, there were a total of 1,888,000 impressions through Facebook, Instagram, and Twitter. This was in addition to 29 media stories and 3,666 website page visits (with 2,373 unique visitors). Most significantly of all, October 24th was declared Brain Cancer Awareness Day in Canada, embedding a lasting and long-term awareness campaign in the nation’s culture.

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