ThinkFirst Canada retains Cundari
By Adnews Staff
ThinkFirst Canada has retained Cundari of Toronto as its creative and strategic agency for an awareness initiative called the Heads Across Canada Tour. ThinkFirst is an organization that works to raise awareness of head and spinal cord injuries. The tour will involve four medical students bicycling across Canada to raise funds for awareness and education programs relating to spinal injury prevention. To promote the tour, Cundari developed a poster and print ad depicting a cyclist’s back in which a bicycle chain represents the spine. The agency also provided a media kit, website and signage, as well as media training for the students. The agency also secured several sponsors for the initiative, including Rent a Wreck and Racer Sportif. “We approached Cundari as a partner in the development of this tour,” said Jim Russell, executive director of ThinkFirst. “Their efforts have provided approximately $100,000 of direct in-kind donations and media support in the hope of raising awareness around injury spinal and brain prevention.”