Campaigning for the Cure
Kelly Lynch // September 29, 2011
Vibrant, 100-watt smiles greeted me as I sat down with Mount students Carley Sampson and Margaret MacDonald to speak about their work with the Canadian Breast Cancer Foundation (CBCF)/CIBC Run for the Cure Committee. Sampson and MacDonald volunteered to conduct communications for this year’s CBCF/CIBC Run for the Cure. That’s correct: juggling school and co-op, both students still somehow managed to successfully organize communications for events and awareness campaigns surrounding this year’s run.
The CBCF is the leading national volunteer-based organization in Canada, making the run particularly interesting due to the unique communities of volunteers all over the country. The effort and love that goes into this event is astounding and humbling.
Breast cancer is the most common cancer among Canadian women, and it is estimated that over 22,000 women will be diagnosed with the disease this year and over 5000 will die because of it. One in nine Canadian women is expected to develop breast cancer at some point during her lifetime. One in 27 will die. Men can also be diagnosed with breast cancer. This year, an estimated 170 will be diagnosed and 50 will die from it.
The facts hit home hard, don’t they?
This year marks the 20th anniversary of the Run for the Cure. Sampson and MacDonald have partnered with the CBCF’s Atlantic region committee for the past several months, organizing communications for events such as: Paint Halifax Pink week, A Hundred Days until the Run, a Pink Photo Shoot at the Halifax Shopping Center, and even convinced some brave candidates to sprint in Heels for the Cure.
I asked the students which of the skills they’d cultivated in the communications program aided them most in the campaign, and Margaret’s eyebrows went up.
“Everything,” she stated firmly, “though I suppose primarily it boiled down to knowing what to say, how to say it, when to say it, to whom, and where.”
“It’s difficult to explain communications to the public. It’s a lot of work, and detailed work at that. You have to coordinate a vast amount of detail into a comprehensive and appealing package for your publics.”
Indeed, Sampson and Macdonald both seem to have had a valuable experience with this campaign. They produced a communications plan for the committee, designed pamphlets, posters, brochures and other promotional material, conducted media relations (MacDonald ended up on CBC News at 6 for Paint Halifax Pink), and co-ordinated social media. What was the key reason for all of this?
“Awareness” said Sampson. “It’s about sharing stories that people can relate to.”
If an audience can relate to a message, it is probable it will inspire action on their part. No longer will you have a latent public, but a group of loyal, enthusiastic volunteers ready to fight for your cause… and win.
The funds collected from the run and other CBCF campaigns, sponsors, and donors facilitate hundreds of projects across Canada. Over the past 21 years, the CBCF has allocated over $120-million in grants for breast cancer research, education, and health promotion programs. They haven’t found a cure yet, but they won’t stop trying. Because of the help of volunteers all over Canada, they won’t have to.
The CBCF/CIBC Run for the Cure is a huge, Canada-wide event that draws inspiring amounts of participants at every location a run is held. Sampson, who participated in the run last year as a photographer, says the day left quite an impact on her.
“It’s so rewarding for everyone involved. Last year I walked away and felt like I was part of something wonderful.”
The event begins this Sunday, October 2, at 8:00 a.m. Spectators are welcome and everyone is encouraged to participate. There will be music, balloons, a wild and crazy aerobics warm-up, and an on-site draw for a brand-new Ford Mustang.
“We’re going to be a mob of pink invading Halifax” Sampson claimed, grinning.
So, even if you don’t run, get your sneakers on and walk. Come down to the Halifax Commons Sunday morning and participate. Celebrate life, celebrate the strength of the survivors, and wear every piece of pink you have.
