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Case Study: Pants Off For Prostate Cancer, Protect Your 5-Hole






Raised for Prostate Cancer Canada




Some Of The Celebrities In Attendance

Melanie Durrant
Melanie Durrant JUNO Nominated Recording Artist
Rocco Rossi
Rocco RossiPresident & CEO of Prostate Cancer Canada
Kathleen Kauth & Jayna Hefford
Kathleen Kauth & Jayna Hefford Olympians
Charlotte Burrage
Charlotte BurrageCanadian Opera Company
Gurdeep Ahluwalia
Gurdeep AhluwaliaTSN Sportscentre
Mika Chalut
Mika Chalut Proud FM
Rudy Blair
Rudy Blair 680 News
Chris Howson
Chris HowsonProud FM

The Details


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.


Our objective was to gain media attention in order to maximize the success of the event, both on a monetary and awareness level.



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.


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.


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