The first step was to alter the Cheerios box, creating a simple way for all Canadians to send words of encouragement to our athletes.A 30-second television spot would launch the campaign showing a boy cutting out the ‘Cheer’ from the box and sending words of encouragement to Olympian, Patrick Chan. The voiceover called on Canadians to do the same – Now you can send your Cheer. Visit sendyourcheer.ca.Online ads were created to communicate the message and drive people to the website.A website was created to tell people how they could send their Cheer. Buy a box or send an e-card Cheer from the site.An outdoor event was held and people were invited to write their Cheer and post it on a Cheer wall.

The cards were sent to Vancouver and during the Olympic Games, Cheer walls displayed the thousands of encouraging messages to the athletes.

The results were overwhelming. People got involved, athletes got inspired. Over 40,000 Cheer cards were mailed to Vancouver and over 4,000 e-cards were sent.