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Cystic Fibrosis Canada Asks the Tough Questions
November 27, 2018

Cystic Fibrosis Canada Asks the Tough Questions
Campaign demonstrates how a simple question is complicated when tomorrow isn’t guaranteed 

TORONTO (November 27, 2018) ― With the launch of its holiday giving campaign, Tough Questions, Cystic Fibrosis Canada (CF Canada) is asking Canadians to help answer the questions that people with cystic fibrosis (CF) can’t. The fundraising campaign will feature five Canadian families and individuals affected by the fatal disease and demonstrate how a simple question can hurt to hear when the future is unknown. But Canadians can help because the answer to each question is in a cure. 

Ten-year-old Beckett Meyer wants to know if he’s ever going to feel better. Anne-Sophie Barrette would love to have children one day, but doesn’t know if she’ll live long enough to realize that dream. Eight-year-old Ella McDougall hopes one day she’ll get to say yes to a sleepover invite. Cindy Routhier takes pause when her three-year old daughter wants to know if she’ll have to take pills when she’s a grown-up. And 38-year old Jeremy Vosborough doesn’t know how to answer when his daughter Daryn asks if he is going to die.

“Having cystic fibrosis means more than health challenges,” said Jennifer Nebesky, Chief Marketing, Communications and National Events Officer, Cystic Fibrosis Canada. “Tough Questions demonstrates the impact of the disease, the uncertainty it creates, and how a seemingly simple question is complicated when tomorrow isn’t guaranteed. Our community doesn’t live with the expectations of tomorrow; they take nothing for granted.” 

The fundraising campaign launches on Giving Tuesday, November 27, and will run through January 2019. Tough Questions will be executed via a robust digital marketing, social media and direct mail strategy, and builds on the success of Cystic Fibrosis Canada’s previous campaigns. 

“Cystic Fibrosis Canada is at a critical moment in the fight to end this fatal disease,” said Kelly Grover, President and Chief Executive Officer, Cystic Fibrosis Canada. “Through the generosity of our donors we have come so far, but too many questions still surround the complexities of cystic fibrosis. Support from our donors will help unravel the mysteries of this disease that we are determined to cure.” 

Cystic Fibrosis Canada partnered with Grassriots to develop and execute the creative and digital strategy and worked with VivaMedia for photography and video production and Married to Giants for post-production. 

Canadians interested in learning more about or donating to the campaign can visit and follow the organization on Facebook at, Instagram at @CFCanada and Twitter @CFCanada


For more information and media requests, please contact:

Nicole Young, Director, Corporate Communications
416-485-9149 ext. 235
1-800-378-2233 ext. 235

Jennifer Stranges, Associate, Corporate Communications 
416-485-9149 ext. 290
1-800-378-2233 ext. 290


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