It began in Toronto in 1992, with a few volunteers who wanted to raise money for breast cancer education and research. Now, the Canadian Breast Cancer Foundation’s annual Run for the Cure draws tens of thousands of participants in dozens of communities across the country.

Since 2005, Junxion Strategy has worked with one of the Run’s major sponsors, the Health Sciences Association of British Columbia (HSA), to promote the event.

Every year, Junxion designs a suite of materials for HSA, including print advertising, online messaging, direct communications to the association’s membership, and event banners for each Run venue in B.C.

This year, Junxion also created a postcard for distribution to the HSA’s 14,000 members and all Run participants. In a departure from its previous campaigns, which promoted only the Run and the association’s service providers, the HSA’s main focus this year was the importance of mammograms – a potent message from an organization that is on the front line of breast cancer detection and treatment.

The 2008 Run for the Cure was held on Sunday, October 5. In 55 communities across Canada – including eleven in B.C. – 170,000 runners raised $28.5 million for breast cancer research, awareness, and education programs.

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