Our agency, without the involvement of a media partner, wanted to apply a truly innovative approach that would turn bikes throughout the Greater Toronto Area into vehicles for action – not just on the streets, but everywhere. We wrapped bike pedals – usually overlooked as advertising media – with messages that encouraged cyclists to register or sponsor a fellow rider at rideforheart.ca. By doing so, they could help further heart and stroke research in Canada.

In addition to dispatching passionate and enthusiastic street teams to major bike commuter hubs throughout the city, we also approached many of Toronto’s most popular bike stores and cycling gyms for their support. Thanks to their generosity and help, we were able to wrap bike pedals off the streets as well – capturing the attention of customers and members in their establishments.

The 2013 Becel Heart & Stroke Ride for Heart was a resounding success – registration sold out following our efforts, and close to $5.5 million in donations was raised for important heart disease and stroke research (exceeding original projections).