WHY IS IN OUR DNA

In May 2015, The PMCF launched the WHY campaign featuring discoveries and breakthrough research led by our world-class researchers. Our rich history of discovery and innovation includes Drs. James Till and Ernest McCulloch, who discovered stem cells in 1961, and Dr. Tak Mak who discovered the "Holy Grail of immunology," the T-cell receptor, in 1984.
 
The awareness building campaign ran in newspaper, transit shelter and online during May and June 2015. A social media campaign-- #whoisyourwhy--ran in concert with this advertising, allowing the community to share their stories and how cancer has touched their lives.
 
The WHY campaign highlights how the funds raised by The PMCF's passionate donor community are critical to our researchers' ability to find answers and deliver on the promise of Personalized Cancer Medicine.