$80,000
Raised for Prostate Cancer Canada
61
Stories
Some Of The Celebrities In Attendance
The Details
BACKGROUND
Hundreds of pant-less professionals gathered at The Hoxton on Thursday, June 12, 2014 to raise funds and awareness as part of the annual Pants Off For Prostate Cancer fundraiser, benefiting Prostate Cancer Canada. The evening, presented by Bayer Inc., enforced a mandatory “pant check” at the door and saw many participants clad in hockey-related attire to support this year’s theme, “Protect The 5-Hole”.
With one in seven men being diagnosed with the disease during his lifetime, the money raised is used to cure prostate cancer through research, education, support and awareness.
AIM
Our objective was to gain media attention in order to maximize the success of the event, both on a monetary and awareness level.
HOW
To ensure the success of the event, media and talent management was a focus for EDPR. Through media and celebrity outreach within the Toronto community, we secured an outpouring of support from notable publications, broadcasters and talent. On the day of the event, media relations remained a top priority to ensure all outlets and the foundation were pleased with the coverage gathered.
RESULTS
With 325 pant-less attendees embracing the hockey theme, Pants Off for Prostate Cancer raised $80,000, making it the most successful event to date. VIP guests included JUNO nominated recording artist Melanie Durrant, 680 News’ Rudy Blair, Olympians Kathleen Kauth and Jayna Hefford, and many other notable Canadians.
Between April 2014 and June 2014, Pants Off for Prostate Cancer was featured in over 60 stories with a reach totalling over 9.6 million impressions. Media coverage included NewsTalk 1010, Global News, Breakfast Television, The Morning Show, 680 News, The Toronto Sun and many more.
