We created a documentary celebrating Run for the Cure participants and, in a surprising ending, turned the cameras around to reveal that every film crew member was in fact a breast cancer survivor.

First, we asked four very special Run for the Cure participants to take part in a special documentary that would be used to encourage other Canadians to join the cause. Then, a week later, asked our participants to attend a gala premiere. As the documentary unfolded onscreen, we then revealed that the film crew and the theatre staff were breast cancer survivors. And if that wasn’t enough, the entire theatre was filled with breast cancer survivors to applaud each participant’s story of support.

Our social video captured this whole event and revealed that participation is critical to help understand the hundreds of thousands of women affected by cancer as well as their families. To complement our video, we re-targeted additional testimonial videos telling additional stories.

The campaign resulted in 4.5 million engagements in Facebook and Twitter, strong positive sentiment, and a 26% lift of CIBC mentions. And, in 2015, the Run had over 115,000 participants and volunteers and raised an incredible $21.5 million dollars.