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When the world stopped, breast cancer didn’t.

The Canadian Cancer Society CIBC Run for the Cure (RFTC) is the largest single-day fundraiser in Canada, so when the pandemic hit, canceling the Run was not an option. Not only because it would compromise vital fundraising, but it would also further compromise morale. So, our task was clear: bring together a community of people at a time when being physically together was prohibited.



We transformed what is normally an in-person gathering of 80,000 people across Canada into a digital event that was safe and just as exciting as every other year.



It included live celebrity features, a word from our Prime Minister, and customizable avatars before the virtual Run Day.


This digital transformation campaign obtained outstanding results:


  • 25,000+ participated on Run Day.
  • $1.4M was raised exceeding targets.

Awards

CMA winner; gold.