When it comes to cancer, fear and sadness are common reactions. This applies to not only a diagnosis but to the traditional way agencies build awareness. But Ad-Guys in their latest campaign for the Breast Cancer Society of Canada took a very different approach. "Research has significantly changed patient outcomes", says Peter Cooke, of Ad-Guys Toronto, "As a result, the tears and despair that comes from a breast cancer diagnosis have been replaced with tears of joy as more p