We needed money, but so does every other charitable organisation. So we decided to ask for something other than money – something easy to donate, creatively interesting, and connected to CAN Fund’s purpose. That something was gold.

Our message to Canadians was simple – if you want gold from your athletes, you’re going to have to give gold. We launched a TV ad and a social media campaign inviting Canadians to donate their broken and unwanted gold to CAN Fund. And we partnered smelters and valuers who could turn that gold into cash for Canadians' athletes.

Fundraising of this kind had never been attempted before, making projections at the outset difficult. In the end, there were a variety of individuals donating items through the online mechanism, through a 'Gold4Gold' party - and one corporate supporter donated $30,000 in gold. All production resources, actor rates and agency fees were donated as well. The response from the athletes was incredible with over 25 of our top athletes and teams drumming up support through social media.