In its 25th anniversary year, the Canadian Breast Cancer Foundation (CBCF) has appointed Grey as its full service creative agency, and Media Experts for the organization’s media buying.

Grey was invited to pitch creative and strategic work centred on CBCF’s biggest event of the year, the CIBC Run for the Cure marathon, says Ann Nurock, president and CEO of Grey Canada, but also how they would address the foundation as a whole. The agency then invited Media Experts to pitch with them, she tells MiC, and they were awarded the ‘full gamut.’

‘They do so much in terms of funding breast cancer research education, funding promotion initiatives. It’s one of those pieces of business that when you’re doing the work you know that you are really contributing to the health of people and so it’s something so meaningful,’ Nurock says. Grey’s other non-profit clients include the Salvation Army and Special Olympics Canada.

‘We are delighted to be working on this project and to be putting the CBCF into the hearts and minds of the running and giving community,’ Penny Stevens, president, Media Experts, tells MiC. 

‘The media plan, which is a work in progress, will be a multimedia exposure continuum of awareness through to participation. We will partner with CTV creating emotional connections through a CTV integrated content play and punctuate that with poignant visual reminders in out-of-home. Of course, digital will play a major role and we will precision-target by interest in all things online and social. And, of course, working with a client that embraces innovation and with Grey, who has done great work in the not-for-profit sector, will be rewarding. It’s all great for the cause.’

CBCF media and creative were previously handled by Cundari.