CIBC IN HER SHOES

Run For The Cure is Canada’s largest one-day charity initiative. Knowing that most people support a cause when they feel personally connected, we thought it would be fitting to create a POV film that puts the viewer in the shoes of a breast cancer victim. Through her eyes we experience the entire arc of her journey from receiving the gut-wrenching news to treatment. The film received one million hits, which makes it the most viewed in the charity’s history. More importantly, there was a massive increase in awareness and registrants with 125,000 participants and an incredible $25 million in raised funds.