PR Case Study for the Canadian Breast Cancer Foundation CIBC Run for the Cure
Toronto Site Media Relations
1999-2004

Working as a team, Ashworth Associates and Davey Communications carried out all media relations efforts for the Toronto site for the Canadian Breast Cancer Foundation CIBC Run for the Cure.

Our primary goals were to strengthen the brand of the Canadian Breast Cancer Foundation, CIBC Run for the Cure by ensuring participants and consumers recognize the impact of CBCF’s work, and to differentiate the Run from other breast cancer events via media leading up and including the day of the run.

We developed media opportunities by working with breast cancer survivors as spokespeople for media interviews.  We wrote all speaker notes and worked with the keynote speaker (a different breast cancer survivor each year) to write her speech.  Committee members and breast cancer survivors were media trained prior to interviews to ensure that they felt comfortable in their interviews.  We were the on-site media contacts and arranged all interviews with survivors, participants and CBCF staff.

Coverage leading up to the annual CIBC Run for the Cure sparked participation and involvement by bringing out the messages through interviews that viewers, listeners and readers could relate to as they told the true life stories of breast cancer survivors.

The CIBC Run for the Cure received extensive advance, day of and post media coverage including CTV News Toronto, Global News, CBC News, City TV News, OMNI Television, CFRB, 680 News, Q107, Ez Rock, CHFI, The Mix The Globe and Mail, The National Post, The Toronto Star, The Toronto Sun, 24 Hours, NOW, and Eye.

Each year showed an increase in participants and more money was raised annually to help in the fight against breast cancer.  Media coverage generated over 57,000,000 impressions annually.