"Cancer Prevention Discounts" Initiative Transforms Scientific Risk Reduction into Grocery Savings and Healthier Choices

The Quebec Cancer Foundation in partnership with creative agency TANK Worldwide announced the launch of “Cancer Prevention Discounts” initiative in Quebec. The “Cancer Prevention Discounts” campaign represents a bold new effort to transform how Quebecers approach health by directly translating scientific evidence on cancer risk reduction into tangible grocery savings, making health choices more affordable and accessible at the point of purchase.

Building on extensive research demonstrating that up to 40% of cancer cases are preventable through modifiable lifestyle factors – including evidence-based dietary choices, regular physical activity, and reduced environmental exposures—the “Cancer Prevention Discounts” campaign applies this scientific understanding directly to daily life. Its core objective is to integrate prevention strategies into everyday shopping, shifting dietary behaviours, fostering critical conversations around preventative health, and championing the attention cancer prevention deserves. Each product will prominently display its associated percentage discount, accompanied by clear, scientifically backed educational messaging explaining that this discount directly corresponds to the percentage reduction in cancer risk linked to its consumption as part of a healthy diet.

“This initiative directly operationalizes scientific insights into cancer prevention, transforming grocery purchases into opportunities for health education and tangible risk reduction,” said Marco Décelles, General Manager of the Quebec Cancer Foundation. “We are empowering Quebecers with the knowledge and affordability to make choices that can genuinely impact their long-term health, grounded in the latest scientific understanding.”

“In an era where health information can feel overwhelming, we challenged ourselves to make prevention simple, impactful, and irresistible,” added Marty Martinez, Chief Creative Officer at TANK Worldwide. “This campaign is a testament to how creativity can bridge the gap between complex science and everyday choices. We’re not just offering a discount—we're sparking a movement towards a healthier future, one grocery item at a time.”

An in-store “Cancer Prevention Discounts” promotion will be held this week at La Moisson, located at 360 rue Sicard, Sainte-Thérèse, QC, J7E 3X4 from 11 a.m. to 3 p.m. on April 2.

For more information, consumers should look for packages with the “Cancer Prevention Discounts” seal in stores or visit https://www.cancerpreventiondiscounts.com/ to learn more about the list of foods and their benefits. Join the conversation online using #CancerPreventionDiscounts.