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Princess Margaret Cancer Foundation promotes road hockey event

The Toronto-based Princess Margaret Cancer Foundation has begun a campaign in support of its annual "Road Hockey to Conquer Cancer" fundraising event, which will take place on Sept. 28. The campaign, developed pro bono by The Hive of Toronto, is intended to attract corporate sponsors to the program and to encourage employees to participate in the road hockey tournament. It consists of digital and print ads in the Globe & Mail and Hockey News, as well as a sponsor invitation package that was delivered to approximately 300 executives. The direct mail package includes a branded road hockey ball wedged into a box displaying the copy, "Game On Cancer."

"To use a hockey term, Game On Cancer is all about offence," said Simon Creet, chief creative officer at The Hive. "Game On is a battle cry to mobilize the hundreds of thousands of people in Toronto and around the country that have been touched by cancer to enter a team, join a team, sponsor a team or just come out and cheer."

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