This film introduces us to The Fearless Challenge, an integrated campaign encouraging people to confront their fears in order to help those living with cancer to do the same. By pledging to do what they’re wary of doing, no matter how big or small (taking on spiders, singing in public, fear of heights), for a dollar amount they decide, Canadians can raise funds for research and other services in the fight to cure cancer and to provide support services to those stricken by the disease.
Centered on a website at FearlessChallenge.com, the campaign was created by a team at Toronto agency Lowe Roche. The short was directed by James Arthurs of production house Descendants.
The campaign has launched with a number of celebrity endorsers and participants. Endorsers include actor Jason Priestley of Beverly Hills 90210 and Call Me Fitz, Canadian sports commentator and former NFLer Jesse Palmer, Shannon & Sophie Tweed-Simmons of Gene Simmons Family Jewels and Shannon & Sophie, and Hedley bassist and cancer survivor Tommy Mac.
A number of celebrities will also participate by facing their fears: Mike Bradwell, wide receiver for the Toronto Argonauts, will face his fear of heights by doing the CN tower walk; actor Natalie Brown, one of the stars of FX’s new series The Strain, will face her fear of swimming in a cold dark lake; actor Italia Ricci, star of the new TV series Chasing Life, will face her fear of giving up control while she sits as a passenger as her boyfriend, Robbie Amell, starring in CTV’s The Flash, drives a racecar; and actor Jonathan Keltz, of Reign and Entourage, will face his fear of spiders.
