The Princess Margaret Cancer Foundation Partners with Cossette to Launch New “Payday For Life” Lottery

7/14/2026

Work

by Cossette

The Princess Margaret Cancer Foundation has launched Payday For Life, a first-of-its-kind charitable lottery in Canada designed for a new generation of players. Payday For Life trades the traditional one-time jackpot for something that lasts: a $3,000 monthly grand prize for 20 years, offering players long-term financial flexibility while supporting life-saving cancer research and care. The launch is supported by a debut campaign, “Feel Free,” created by Cossette.

Built around practical financial flexibility, the lottery reflects what matters most to modern players: predictable, ongoing support rather than a one-time windfall. The supporting campaign takes a grounded, relatable approach, focusing on the simple, everyday moments and breathing room that an extra monthly income can provide. Supporting the grand prize are three $50,000 Bonus Paydays, 13 weekly $10,000 Paydays, and 5,600 free tickets.

The campaign marks the first work from Cossette Toronto since being named Integrated Creative Agency of Record for The Princess Margaret Cancer Foundation’s Lottery business. Under the mandate, Cossette is providing strategic, creative, and customer-experience support to help grow and modernize the Foundation’s lottery portfolio.

“The Princess Margaret lottery is a cornerstone of community fundraising, and helping to evolve a program with such a profound legacy is an incredibly meaningful mandate for our team. With ‘Feel Free,’ we wanted to build on a simple human truth: more financial flexibility can make everyday moments even more rewarding. It’s a campaign that connects the thrill of playing with the impact every ticket helps make possible.”

Bryden McDonald, SVP and General Manager, Cossette Toronto.

“Our Home & Cottage Lottery program has been an important source of funding for The Princess Margaret for more than 30 years, but we saw an opportunity to introduce a new kind of lottery experience for a younger audience. Payday For Life comes at a time when the need has never been greater. As cancer diagnoses are expected to rise by 77% by 2050, evolving our lottery program allows us to connect with new supporters while continuing to fund the research and care that patients need.”

Melanie Johnston, Chief Marketing Officer, The Princess Margaret Cancer Foundation.

Drawing on experience across both the charitable and lottery sectors, including work with SickKids Foundation, Montreal Children’s Hospital Foundation, and BCLC, Cossette will support The Princess Margaret in expanding its reach and advancing its mission to create a world free from the fear of cancer.

The campaign will run across Ontario through OOH, online video, radio, social, and digital until August 28, 2026.

Credits

Client: Princess Margaret Cancer Foundation

Chief Marketing Officer - Melanie Johnston Vice President, Lottery - Ramona Oss Senior Marketing Director - Wendy Morgado Director of Communications - Kenzie Broddy Senior Director, Lottery - Brendan Ennis Senior Director, Lottery - Petra Scott Senior Manager, Lottery Operations - Arax Copeman Marketing Manager - Lindsay Olimer Marketing Manager - Jody Vallis Senior Data Analyst, Lottery - Garima Jain Sr. Coordinator, Lottery - Maya Vithyananthan Marketing Coordinator - Mary Falade

Agency: Cossette

Executive Creative Director - Trent Thompson Creative Director - Stuart Thursby Associate Creative Director - Robin Porter Senior Copywriter - Alice Donoghue Art Director - Erika Tang Executive Creative Director (Design) - Bruna Macedo Design Director - Avantika Amladi Designer - Gershon Canagasingham VP, Managing Director - Becca Lucas Lord Group Business Director - Alex Hughes Account Supervisor - Melanie Kosev Chief Strategy Officer - Sub Nijjar VP, Managing Director, Head of Strategy: Dan Koutoulakis Senior Strategy Director - Chelsea Rho Senior Communications Strategist - Matt Nolson Senior Director, Broadcast - Ella Kovacs Director, Studio Production: Gianna Blasutto Integrated Producer: Mel Sammut Lead Broadcast Producer - David Smith Video Director - Lisa Hall Senior Content Creator - Omii Thompson Content Creator - Panny Charoensuk Production Art - Shireen Kok CGI Artist - Pierre Bourjo VP, Business Leadership - Michelle Johnston Media Group Account Director - Kristin Hands Planning Supervisor - Claudia Starke Planning Coordinator - Judy Zhao AVP, Digital Media - Mat Denomy Director, Digital Media - Melissa Colella