Recent Work

The Road to Digital Success

Follow us on Instagram



Home / All  / Digital Marketing  / Hats For Hope – A National Campaign


Hats for Hope is a movement to raise awareness for brain cancer in Canada. This campaign takes place annually on October 24 to recognize Brain Cancer Awareness Day. Hats for Hope is an online campaign during which Brain Tumour Foundation of Canada encourages the public to put on a hat, take a photo and post to social media using the hashtag #HatsForHope.


The goal of this campaign is to raise as much awareness as possible on that day, sell the official Roots “Hats For Hope” Toques, and raise money through the proceeds from the hats as well as donations.

Why this is important:

Of the 27 people diagnosed with a brain tumour every day in Canada, 8 of those will find out they have brain cancer. Malignant or not, brain tumours are life-altering and treatment options are limited and often invasive.

Why a hat? The grey Roots Hats for Hope toque has become an iconic symbol of hope for the brain tumour community and has connected thousands of Canadians all across the country. By wearing this hat, individuals are able to bring visibility to a disease that is often seen as invisible.

Tools & Tactics:

  • Influencer Outreach (major focus)
  • Social Media – All channels (organic and paid)
  • Google Ads
  • Email Marketing
  • Hashtag sponsor
  • Online concert
  • and more!

The Results:

4,000+ Hats Sold

65+ Canadian Influencers Engaged

5 Million+ Reach Online

$25,000+ Raised in Funds

With Anne-Marie's leadership, our Hats for Hope awareness campaign not only reached millions of people, it also raised more than $25,000 in donations! For two years, Anne-Marie worked within our team to grow and engage our community. Anne-Marie is an expert in building creative campaigns, engaging social media influencers, and achieving results! Digital marketing is more than just posting messages on social media, it takes an integrated approach that maximizes collaboration and communication within a team and with a community....and Anne-Marie knows just how to do that! Susan Marshall, CEO, Brain Tumour Foundation of Canada