JUVENILE DIABETES RESEARCH FOUNDATION PROMOTES FUNDRAISING EVENT
By Adnews Staff
The Toronto-based Juvenile Diabetes Research Foundation's upcoming Walk to Cure Diabetes fundraising event is being supported with a number of marketing activities. Three 30-second television public service announcements are now running in Canada. The spots were created by TBWAChiatDay. Their tagline is "What would it take to make you walk?" In one ad a man takes away a bus stop sign. In the second ad he drains the air from a car's tires. In the third ad he puts an anti-theft lock on the steering wheel of a car. A print ad created by FCB Canada shows a city bus covered in caution tape. The copy reads "What do we need to do to get you to walk?" The ad is running in local newspapers nationally. An outdoor component is running in Go Transit stations in the Greater Toronto Area on space donated by IMA. Public relations activities include the second JDRF Celebrity Sneaker Auction, in which sneakers autographed by celebrities will be auctioned on eBay.ca. Public relations are being handled by Cohn & Wolfe. The Walk to Cure Diabetes will take place in 35 Canadian cities on May 26, June 2 and June 10.