Canadian Breast Cancer Foundation CIBC Run for the Cure

Objectives:

• INCREASE PUBLIC AWARENESS ABOUT THE CIBC RUN FOR THE CURE
• INCREASE AWARENESS ABOUT CIBC'S INVOLVEMENT AND PARTICIPATION IN THE RUN - CORPORATELY AND AT THE EMPLOYEE LEVEL
• INCREASE PUBLIC AWARENESS AT "THINK PINK" WEEK KICK-OFF EVENT
• PROFILE CIBC EMPLOYEES AND HIGHLIGHT THEIR INVOLVMENT IN THE EVENT
• INTRODUCE CELEBRITY PARTICIPATION IN THE RUN

NKPR conducted an extensive public relations campaign consisting of a variety of initiatives, including the production of celebrity public service announcements, a kick-off luncheon, the development of a volunteer media committee, the creation of media toolkits, creation and promotion of the CIBC Circle of Strength necklace and the launch of a media and government challenge to participate in the Run. As a result, NKPR garnered significant coverage for the 13th Annual Canadian Breast Cancer Foundation CIBC Run for the Cure, with 170,000 people participating in more than 40 communities across the country, raising $21 million.

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