Princess Margaret Cancer Foundation conducts hockey promotion
By Rob Bale
The Toronto-based Princess Margaret Cancer Foundation recently conducted a promotion in support of its annual road hockey fundraising initiative. The effort, developed by T&P Group, made use of a hockey net woven from hospital identification bracelets. Each bracelet represented 225 patients who received cancer treatment at the hospital since the road hockey fundraiser began 15 years ago, for a total of 122,008. The “Carry The Fire Road Hockey Net” was used during the opening ceremony of the event and a related contest element. It was then installed at a series of locations nationally before moving to a permanent location at the Princess Margaret Cancer Centre in Toronto. The installation incorporates a QR code that allows passers-by to donate.
“Unignorable creative ideas should make you feel something,” said Krystle Mullin, chief creative officer at T&P Group. “By transforming hospital wristbands, symbols of patient journeys, into the fabric of a hockey net, we created an unmistakable visual metaphor for strength and resilience, turning standard sports equipment into an emotional reminder that every dollar raised helps save more lives.”