TORONTO, Ont. – Princess Margaret Hospital is hoping to raise some big bucks, launching a billion-dollar challenge called “Believe It”.

The campaign, launched Thursday morning, promises to “revolutionize” cancer treatments in Canada with the help of $500 million from the donor community. Researchers are being challenged to secure the other $500 million through grants.

The hospital said the five year long campaign will allow staff to recruit, train and retrain physicians, scientists and other staff to lead critical projects and clinical studies to improve the standard of care for patients, leading to “personalized” cancer medicine and care.

PMH hopes to bring full genetic molecular profiling to all new patients in order to deliver this treatment.