Canadian Cyclist


December 2/08 8:56 am - Princess Margaret Hospital Foundation Earns Gold Medal at Canadian Marketing Awards

Posted by Editoress on 12/2/08

Princess Margaret Hospital Foundation Earns Gold Medal at Canadian Marketing Awards
Press release

The inventive marketing campaign created by the Princess Margaret Hospital Foundation (PMHF) to launch the inaugural Ride To Conquer Cancer took the gold medal in the Fundraising/Non-Profit/Public Service category at the 2008 Canadian Marketing Association Awards. The ceremony took place Friday, November 28 at the Westin Harbour Castle.

According to the CMA, gold campaigns are highly creative, show innovation and leadership, and deliver outstanding results. The Ride To Conquer Cancer did all that and more. The ambitious venture saw 2,850 cyclists ride from Toronto to Niagara Falls over the course of two days (June 21-22, 2008), raising $14 million in the process. Proceeds from The Ride To Conquer Cancer benefit The Campbell Family Cancer Research Institute at The Princess Margaret Hospital.

The campaign, devised by The Princess Margaret Hospital Foundation with CauseForce, incorporated mainstream and new media with fitness and cycling targets, using the message: 'Strength in Numbers.' Interested parties were directed to visit to receive additional information and to register to ride. The inaugural Ride To Conquer Cancer became the single largest Canadian cycling fundraiser ever! Inspired participants from eight provinces, fourteen States and three countries took part in this inaugural Ride.

“Congratulations, and bike helmets off to Team PMHF and Team CauseForce,” stated PMHF President & CEO Paul Alofs. “Special thanks to Christine Lasky (VP of Strategic Initiatives at PMHF), Steve Merker (PMHF's Chief Cycling Officer) and Brian Pendleton, Chad Goldman and Carrie Smith from CauseForce. And, we are very pleased that the Ride To Conquer Cancer will be a national event in 2009, as we welcome partners from BC, Alberta and Quebec.”

The second Ride To Conquer Cancer originating from Toronto will take place June 13-14, 2009.


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