Toronto, ON (June 17, 2014) – Hundreds of pantless professionals gathered at The Hoxton last 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”.

“Pants Off for Prostate Cancer helps us raise the profile of a disease affecting 1 in 7 Canadian men” said Rocco Rossi, President and C.E.O., Prostate Cancer Canada. “Greater awareness combined with action are critical because the survival rate for prostate cancer can be over 90% when detected early – that’s why men need to Protect the 5 Hole by getting tested.”

Celebrity guests in attendance included Olympians Kathleen Kauth and Jayna Hefford, JUNO nominated musician Melanie Durrant, TSN’s Gurdeep Ahluwalia, CP24’s Pooja Handa, Canadian Opera Company’s Charlotte Burrage, PROUD FM’s Chris Howson, television personality Mike Chalut and many other notable Canadians.

With over 325 attendees, the evening raised over $80,000 for Prostate Cancer Canada, making this year’s event one of the most successful Pants Off fundraisers to date.

For more information, photos or interview requests, please contact:

Cory Stewart, Embrace Disruption PR

p: 416.963.9857, e: cory@embracedisruption.com

Danielle Volpe, Embrace Disruption PR

p: 647.963.9857, e: danielle@embracedisruption.com

About Pants Off for Prostate Cancer:

Pants Off for Prostate Cancer is an edgy and innovative fundraising event that puts the focus on the below-the-belt nature of prostate cancer by enforcing a mandatory no pants policy at the door for its guests – a diverse mix of Toronto’s professional crowd. Since 2010, the annual event has drawn hundreds – all pants-less – in efforts to raise funds to benefit Prostate Cancer Canada, the nation’s leading charity funding prostate cancer research, support programs, and awareness.

Website: http://www.pantsoff.ca/toronto

Facebook: http://www.facebook.com/prostatecancercanada

Twitter: @ProstateCancerC

About Prostate Cancer Canada:

Prostate Cancer Canada raises funds for the development of programs related to awareness and public education, advocacy, support of those affected, and research into the prevention, detection, treatment, and cure of prostate cancer. For more information visit prostatecancer.ca

About Bayer Inc. Canada:

 Bayer Inc. is a Canadian subsidiary of Bayer AG and the corporate headquarters for the Canadian operations.  Founded in 1863, Bayer AG is an international research-based group with core businesses in healthcare, crop science and innovative materials committed to creating a better life for all through science.

In Canada, Bayer operates its healthcare business – Pharmaceuticals, Consumer Care, Diabetes Care, Animal Health and Radiology & Interventional – from its headquarters in Toronto, ON, and Bayer CropScience Inc. operates out of its head office in Calgary, AB. Together with its material science business, Bayer improves the quality of life for Canadians through products that fight disease, protect crops and animals, and provide high-performance materials for numerous daily life uses.

With more than 1,300 employees across the country, in 2013, Bayer had sales of $1.6 billion and invested $61 million in research and development in Canada. Globally, Bayer AG had sales of $40.2 billion and invested $3.2 billion in research and development. For more information about Bayer, please visit www.bayer.ca.

All Proceeds from Pants Off for Prostate Cancer will benefit Prostate Cancer Canada — the only national foundation dedicated to the elimination of the disease through research, education support and awareness.

Prostate cancer is the most common cancer to afflict Canadian men. One in every seven men will be diagnosed with the disease during his lifetime. This year alone, nearly 25,000 Canadian men and their families will face a prostate cancer diagnosis. But, there’s hope. When detected early, the survival rate for prostate cancer can be over 90%. Prostate Cancer Canada recommends that men in their 40s get a PSA test in order to establish their baseline.

To get your tickets to this year’s event, please visit: http://pantsoff.ca/toronto. See you there!

Prostate Cancer Canada to celebrate International Men’s Health Month with an unconventional twist

Toronto, ON (May 13, 2014) – On June 12, 2014, hundreds of young professionals will drop their trousers and flaunt their legs at the fifth annual Pants Off for Prostate Cancer event, presented by Bayer Inc., benefiting Prostate Cancer Canada. Pants Off for Prostate Cancer: Protect Your 5-Hole, will transform The Hoxton (69 Bathurst St. W., Toronto) into a hockey-themed paradise inclusive of impressive ice sculptures, iconic hockey memorabilia, hockey-inspired activities and a delectable menu of fan food from Parts & Labour chef, Matthew Matheson.

“The ‘5-hole’ refers to the gap between a goalie’s legs,” says Rocco Rossi, President & CEO of Prostate Cancer Canada,  “We’re encouraging men to protect their ‘5-hole’ through early detection of prostate cancer, a disease affecting 1 in 7 Canadian men. Once they reach their 40’s, men should get a PSA test to establish their baseline.”

Since its inception in 2010, Pants Off For Prostate Cancer has raised an impressive $250,000 for Prostate Cancer Canada to help support and fund research for those living with this disease.  Celebrities scheduled to attend this year’s event include JUNO nominated recording artist Melanie Durrant, 680 News’ Rudy Blair, TSN’s Natasha Staniszewski and Gurdeep Ahluwalia, SportsNet’s Martine Gaillard, Love It Or List It’s Eddie Richardson, Olympians Kathleen Kauth and Jayna Hefford, and many other notable Canadians.

Pants Off For Prostate Cancer: Protect Your 5-Hole is pleased to welcome both new and returning sponsors including presenting sponsor, Bayer Inc. and lead sponsors, Redwood Asset Management and Kirchner Group.

“We are proud to partner with Prostate Cancer Canada,” said Christian Lauterbach, President & CEO, Bayer Inc. “Men are notorious for not wanting to talk about their health so approaching the prostate cancer discussion through an event like this helps to raise awareness and encourages them to speak up.”

Prostate Cancer is the most common cancer to affect Canadian men; representing an estimated 25% of all new male cancer cases in the country. In 2013, an estimated 3,900 Canadian men died of prostate cancer. The survival rate for prostate cancer can be over 90% when detected early. Prostate Cancer Canada with the help of events like Pants Off for Prostate Cancer, aim to eliminate the disease through research, education, support and awareness.

For more information and to purchase tickets to Pants Off For Prostate Cancer: Protect Your 5-Hole, please visit: http://www.pantsoff.ca/toronto.

For more information, media accreditation, photos or interview requests, please contact:

Cory Stewart, Embrace Disruption PR
p: 416.963.9857, e: cory@embracedisruption.com

Danielle Volpe, Embrace Disruption PR
p: 647.461.0057, e:danielle@embracedisruption.com

About Pants Off for Prostate Cancer:

Pants Off for Prostate Cancer is an edgy and innovative fundraising event that puts the focus on the below-the-belt nature of prostate cancer by enforcing a mandatory no pants policy at the door for its guests – a diverse mix of Toronto’s professional crowd. Since 2010, the annual event has drawn hundreds – all pants-less – in efforts to raise funds to benefit Prostate Cancer Canada, the nation’s leading charity funding prostate cancer research, support programs, and awareness.

Website:     http://www.pantsoff.ca/toronto
Facebook:     http://www.facebook.com/prostatecancercanada
Twitter:     @ProstateCancerC

About Prostate Cancer Canada:

Prostate Cancer Canada raises funds for the development of programs related to awareness and public education, advocacy, support of those affected, and research into the prevention, detection, treatment, and cure of prostate cancer. For more information visit prostatecancer.ca

About Bayer Inc. Canada:

Bayer Inc. is a Canadian subsidiary of Bayer AG and the corporate headquarters for the Canadian operations.  Founded in 1863, Bayer AG is an international research-based group with core businesses in healthcare, crop science and innovative materials committed to creating a better life for all through science.

In Canada, Bayer operates its healthcare business – Pharmaceuticals, Consumer Care, Diabetes Care, Animal Health and Radiology & Interventional – from its headquarters in Toronto, ON, and Bayer CropScience Inc. operates out of its head office in Calgary, AB. Together with its material science business, Bayer improves the quality of life for Canadians through products that fight disease, protect crops and animals, and provide high-performance materials for numerous daily life uses.

With more than 1,300 employees across the country, in 2013, Bayer had sales of $1.6 billion and invested $61 million in research and development in Canada. Globally, Bayer AG had sales of $40.2 billion and invested $3.2 billion in research and development. For more information about Bayer, please visit www.bayer.ca.

When it comes to brand awareness and fundraising, charities and non-profits are faced with a daunting task these days. We’re seeing a shift in the demographic of donors, making it extremely important to target new audiences in order to expose them to organizations they may not be aware of.

In today’s congested world of advertising, it’s hard to make noise among a sea of ads and direct mail campaigns: geared to draw interest and new supporters. Younger generations aren’t taking the time to read through the extensive materials an organization puts together, and they’re certainly not consuming content in traditional ways. It’s important to embrace the disruption happening within this market, and one way to do so is with effective public relations.

PR is often considered an add-on to non-profit campaigns, as many organizations have not had a chance to see its true effectiveness. Having worked recently with organizations like The Starlight Children’s Foundation and Pants Off For Prostate Cancer (click to see image galleries of events EDPR assisted with), we at Embrace Disruption PR have a firm grasp on how to execute a strong non-profit PR campaign.

Here are a few of the PR tactics we use to build awareness for non-profits in order attract a new wave of donors and supporters:

Publicity

Perhaps the most traditional of tactics, publicity can help get your organization in top tier news outlets. Whether it’s to publicize an upcoming event, or shed light on a touching story – PR firms and agencies can assist in getting you on your market’s top television shows, newspapers and magazines. It’s important to note: publicity doesn’t end with securing stories in traditional outlets, it should be inclusive of blogs and other content sources. In today’s landscape, fewer and fewer people are consuming content in it’s physical format – they’re looking online. Think about your research habits – you’re more likely to examine topics that matter to you through online tactics like search engines, blogs/websites and social media, right? That brings us to our next approach.

Social Media

Building meaningful relationships with like-minded influencers and supporters online can prove to be invaluable. It’s probable that many of your supporters are already actively online, talking about your brand or cause. You should be part of the conversation too – always go where your audience is. PR firms can use their established relationships with influential people online, and also build new relevant relationships to help promote and publicize your organization in one of the world’s most digestible content formats. Remembering that the exposure rate for social networking can be endless, having a strong social strategy and presence can be detrimental to building your organization’s awareness.

Blog

If your organization (or PR firm) isn’t blogging regularly, they should be. What better way to control your messaging and communicate to audiences beyond your traditional reach. Showing up in search engines more prominently with quality content can make the difference between a new donation, ticket purchase or even volunteer (elements non-profits can’t ever have enough of).

Sponsorship & Partners

Oftentimes, PR agencies and firms represent or know a variety of businesses that are actively looking for ways to align themselves with charities or non-profits that are meaningful to their organization. Finding opportunities to create special benefits, in-kind donations, sponsorships, conferences, races, galas, and contesting are definitely within the realm of a PR firm’s abilities.

Ambassador Campaigns

Another fantastic addition to your public relations efforts includes securing notable individuals and celebrities to act as spokespeople for your non-profit organization. Most PR firms have strong relationships with talent and talent management, which allows them to identify perfect matches for your publicity engagements or public service announcements. PR pros will often find opportunities to place these spokespeople within media (both traditional and non), as well as in speaking engagements and at events.

With millions of impressions garnered through traditional and non-traditional PR tactics, we’ve managed to build out incredible campaigns for our non-profit clients. If you’d like to chat more about what we can do for your organization, please don’t hesitate to send us an email or call us at (416) 963.9857 – we are based out of Toronto and our reach is nationwide.

Pants Off for Prostate Cancer returns for a fourth consecutive year in support of Prostate Cancer Canada

TORONTO, ON (April 22, 2013) – On May 15, 2013, hundreds of pants-less professionals will gather for the fourth annual Pants Off for Prostate Cancer event benefiting Prostate Cancer Canada. Aptly named for the party’s pants-less dress code, guests check their pants at the door and party with bare legs to raise funds for this serious below-the-belt issue.  This year’s event – Pants Off Fore! Golf & Country Club – will transform Toronto’s Berkeley Church into the most unique and exclusive clubhouse in the city.

Since its foundation in 2010, Pants Off for Prostate Cancer has raised over $200,000 to increase support for the fight against prostate cancer’s impact on the 1 in 7 Canadian men who will be diagnosed with the disease in their lifetime. Funds raised support prostate cancer research and awareness and contribute to services for those living with the disease.

“We were inspired by the opportunity to create something unique that would appeal to a younger and more adventurous group of urban professionals that may not be as attracted to traditional fundraising events,” said Peter Shippen, co-founder and co-chair of Pants Off for Prostate Cancer.

Prostate cancer is the most common cancer to affect Canadian men. 26,500 will be diagnosed with the disease this year alone. Prostate Cancer Canada encourages men over the age of 40, as part of their annual checkup, to initiate a conversation with their doctor about early detection of prostate cancer, which may include PSA testing and a Digital Rectal Exam.

“The notion of going “pants off” for one night was envisioned as a fun and playful way to draw attention to the below-the-belt nature of this very serious disease,” said Boris Novansky, co-founder and co-chair with Shippen.

Pants Off Fore! Golf & Country Club is generously supported by Presenting Media Sponsor tonight Newspaper; Lead Sponsors Bayer Inc., Redwood Asset Management, and Joe Boxer. Supporting Sponsors include Fasken Martineau and Georgeson; and Friends Beam Global, Cave Spring Cellars, Collins Barrow, CST Phoenix Advisors, Deloitte, Hogtown Brewers, Mill Street Brewery, and Renaissance Investments.

“We are delighted to be partnering with Pants Off on a creative event that draws attention and raises funds for a disease that impacts thousands of Canadians each year,” said John Cameron, Publisher, tonight Newspaper.

To purchase tickets for Pants Off Fore! on May 15 at the Berkeley Church at 8:00 p.m. or for more information, visit www.takeyourpantsoff.ca.

About Pants Off for Prostate Cancer:

Pants Off for Prostate Cancer is an edgy and innovative fundraising event that puts the focus on the below-the-belt nature of prostate cancer by enforcing a mandatory no pants policy at the door for its guests – a diverse mix of Toronto’s professional crowd. Since 2010, the annual event has drawn crowds of over 400 people – all pants-less – in efforts to raise funds to benefit Prostate Cancer Canada, the nation’s leading charity funding prostate cancer research, support programs, and awareness.

Website: http://www.takeyourpantsoff.ca

Facebook: http://www.facebook.com/PantsOffForProstateCancer

Twitter: @PantsoffToronto

About Prostate Cancer Canada:

Prostate Cancer Canada raises funds for the development of programs related to awareness and public education, advocacy, support of those affected, and research into the prevention, detection, treatment, and cure of prostate cancer. For more information visit prostatecancer.ca

About tonight:

tonight is Toronto’s free evening commuter newspaper. Published Tuesday and Thursday evenings, tonight offers the latest news and entertainment for transit commuters on their way home. tonight is available through an extensive downtown distribution network of handlers (Newsies), boxes, PATH billboards, outside most TTC stations and as an iPad and Android app.

To schedule an interview or for more information, please contact:

Cory Stewart

Embrace Disruption PR

647.638.1586

cory@embracedisruption.com

-or-

Rebecca von Goetz

Vice-President, Marketing & Communications

Prostate Cancer Canada

416.441.2131 ext. 258

rebecca.vongoetz@prostatecancer.ca