CCFF AND ZELLERS MOONWALK TOWARDS A CURE
By Adnews Staff
As part of a joint effort to raise $2 million for cystic fibrosis research, the Canadian Cystic Fibrosis Foundation and Zellers Inc. are giving away a seat on one of the first commercial flights into space. The giveaway is a new development in the Moonwalk program, an annual nationwide walkathon in support of CF research. CF is a fatal, inherited disease affecting primarily the lungs and the digestive system. To support the event, kits are being sent out to media as part of a PR campaign. A radio public service announcement, created by Oglivy & Mather of Toronto, will also be used to promote the event. The Moonwalk program is now in its 13th year. This year's promotion mirrors the original spirit of the program, which was to have participants cover a combined distance of 240,000 miles, the distance from the Earth to the moon. This year participants who raise more than $25 in pledges will be automatically eligible to win a seat on the six-passenger suborbital Space Cruiser. The gene responsible for CF was discovered in 1989. Today development continues on finding new treatments. Zellers Inc. is a Canadian department store chain with more than 320 locations across the country. It is a wholly-owned division of the Hudson's Bay Company. PR for Zellers is handled by hoffmann + co. of Toronto.