Pink bus hits Halifax streets

In the driver's seat is the Breast Cancer Foundation, as Pattison Outdoor Advertising launches a four-month awareness campaign.

A four-month awareness campaign by Pattison Outdoor’s Atlantic operations will promote breast cancer research and the upcoming CIBC Run for the Cure using, well, a bus. The pink bus, dedicated inside and out to the Breast Cancer Foundation initiative, will truck around the city until the run on October 5.

The interior cards launch next week, spreading prevention info to the public, along with details about where the money comes from and how it is used in the fight against breast cancer. ‘Funds raised in Atlantic Canada stay in Atlantic Canada,’ says Run for the Cure director Sherri Robbins. ‘Since its inception, CBCF-Atlantic region has awarded $12 million for research and community health grants.’

Pattison account executive Graham Estabrooks, who is leading the project, dedicated the initiative to his mother, who died of breast cancer three months ago. ‘This dramatic communication strategy of a bus wrap and dominating the bus interior will reach every woman in Halifax and the surrounding areas.’

The campaign’s goal stretches beyond the October run. Robbins says the foundation aims to have routine screenings in Atlantic Canada by 2010.