Bladder
Cancer Canada


Bladder cancer, a lesser known form, is ranked as the sixth most common cancer in Canada. Elixir was asked to develop Bladder Cancer Canada’s very first awareness campaign – the biggest challenge of which was to effectively, yet tastefully, communicate the primary symptom of the disease – blood in urine.

The Idea

We created a visual metaphor for blood in the urine by depicting a group of lemons with a single red one. Lemons were chosen because of how out of place a red lemon would look. Media placement was not only broad, but very strategic, featuring posters above urinals and on stall doors in public restrooms.


Bladder Cancer Canada
Bladder Cancer Canada
Bladder Cancer Canada
Bladder Cancer Canada
Bladder Cancer Canada
Bladder Cancer Canada