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JDRF Canada begins fundraising promotion

JDRF Canada is preparing a fundraising initiative called the "Ride for Diabetes Research." Aimed at corporate donors, the effort will consist of a series of event during September and November at which participants will wear comedic costumes and ride stationary bicycles. The campaign was developed by Extreme Group.

"We wanted to use our creative energy for good, to help JDRF generate more donations to fund research," said Extreme Group creative director Phil Sylver. "Our partners got on board and we made some of the most outrageous work for the category in order to appeal to a younger audience today. Millennials need something to grab their attention and there's some fun wackiness in here for anyone who enjoys the Internet."

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