Category: Brand
Winner: Revolution
C
lient: CIBC Run for the Cure

From left to right: Jon Mychajlyszyn, Marcus Wiseman and Caralyne Donnet of Revolution and Chris Burke, senior manager, event marketing, CIBC Run for the Cure.

From left to right: Jon Mychajlyszyn, Marcus Wiseman and Caralyne Donnet of Revolution and Chris Burke, senior manager, event marketing, CIBC Run for the Cure.

CIBC Run for the Cure tasked Revolution with improving and simplifying the user experience on their fundraising website and increasing the relevance and effectiveness of the organization’s e-communication strategy.

In response Revolution created The Fundraising Effect, which shifted the focus of the digital strategy squarely on the experiences of real people affected by breast cancer, including patients, survivors and doctors, and the difference the CIBC Run for the Cure makes in their lives. To support this uncluttered approach, the website interface was simplified and the e-communications calendar streamlined. In the first 30 days after launch, the organization saw double- and triple-digit increases in open rates, web sessions and sitewide page views

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“For me it was being able to connect those stories to the bigger picture—what the ordeal is that somebody goes through and what the benefits are that the charity brings to them,” says Partner & Creative Lead Jon Mychajlyszyn, when asked what aspect of this campaign he is most proud of. “We’re not decorating it or doing something fancy for the sake of being fancy. We’re trying to say that these are real people who are suffering with a real issue and they and we should all be doing something about it. It’s being just true and genuine and honest and that’s what I’m most proud of—we were able to relate those stories and connect them back to the cause.”

“My objective was to make sure my two sons would care as much about breast cancer as my wife would,” says Partner & Strategic Lead Marcus Wiseman. “I wanted to take the gender out of the disease. It’s a people’s disease. What I’m most proud of is I think that The Fundraising Effect accomplished this.”

Other finalists in this category: Monolith Idea and Proximity Canada

This article originally appeared in the December 2015 issue of Direct Marketing.

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