Steve’s Cycle Paths Case Study

Background

In 2017, The Enbridge Ride to Conquer Cancer benefitting The Princess Margaret Cancer Foundation celebrated its 10th Anniversary. Steve Cohen of Steve’s Cycle Paths, the top fundraising team for many years, engaged The Collective to develop a video that featured seven individuals who in part, inspired the creation of Steve’s team in the Ride’s inaugural year and were a representation of why we all ride.

Looking for a meaningful way to celebrate the ten year milestone, while at the same time expressing the need to keep riding, Steve Cohen of Steve’s Cycle Paths, engaged The Collective to develop a video with original content that featured the seven individuals that inspired him to register for the inaugural Ride to Conquer Cancer ten years ago.

Over the last ten years, Steve’s Cycle Paths has grown in both riders and dollars raised. In fact, the team has been the top fundraising team for many years. To achieve their fundraising goals, the team has created a Steve’s Cycle Paths website, they utilize social media pages and an email communications program, they organize training rides, and they offer VIP hospitality at the Ride. The Steve’s Cycle Paths movement extends beyond the event itself. Steve has built a very special community.

Steve’s passion and leadership has resulted in the team raising over $7.5 million for the Princess Margaret Cancer Foundation, a large contribution towards the cumulative $175 million raised through The Ride to Conquer Cancer in Toronto.

In collaboration with Once Upon a Brand, The Collective developed a video concept using the theme of “moments” - moments of action, moments of community and moments of hope etc., as the vehicle to look back at the last ten years and as inspiration for the future.

These moments were articulated through original on camera interviews with the seven individuals who are all cancer survivors, along with leaders from the Princess Margaret Cancer Foundation, Paul Alofs, President & CEO and Steve Merker, VP of Business Development. Paul and Steve were able to thank Steve for his efforts and highlight the impact that he has made for the Foundation. We incorporated event footage and other valuable assets into the production.

The video was presented for the first time at the Steve’s Cycle Paths Gala Dinner during the event weekend. Over 400 people were in attendance, including the riders and their friends and family. The video is also a valuable stewarding tool for The Princess Margaret Cancer Foundation. It now lives online and will be used as a tool for future recruitment and other initiatives.