Nonprofit, Media, Campaign
Nonprofit, Media, Campaign
How PMCF raised $1.1M in a single day through a trust-engineered media campaign.
How PMCF raised $1.1M in a single day through a trust-engineered media campaign.
The Princess Margaret Cancer Foundation runs one of Canada's most important cancer research fundraising programs. Their inaugural Cricket to Conquer Cancer event needed a media campaign and distribution strategy that could generate real reach and real dollars in a single day.
The Princess Margaret Cancer Foundation runs one of Canada's most important cancer research fundraising programs. Their inaugural Cricket to Conquer Cancer event needed a media campaign and distribution strategy that could generate real reach and real dollars in a single day.
The challenge
The challenge
PMCF needed to launch a brand-new fundraising event format — cricket — with zero existing audience for the concept. The challenge was building credibility, generating reach, and converting that reach into donations within a compressed single-day window. The campaign needed to work across media, social, and live event simultaneously.
PMCF needed to launch a brand-new fundraising event format — cricket — with zero existing audience for the concept. The challenge was building credibility, generating reach, and converting that reach into donations within a compressed single-day window. The campaign needed to work across media, social, and live event simultaneously.
PMCF needed to launch a brand-new fundraising event format — cricket — with zero existing audience for the concept. The challenge was building credibility, generating reach, and converting that reach into donations within a compressed single-day window. The campaign needed to work across media, social, and live event simultaneously.
Ashni Ramsammy, Princess Margaret Cancer Foundation
Ashni Ramsammy, Princess Margaret Cancer Foundation
Case Studies
Case Studies
Aurelius was brought in to strategize and craft the media campaign for PMCF's inaugural Cricket to Conquer Cancer event — a first-of-its-kind fundraising format that needed to establish itself, build excitement, and generate donations all within a single day.
The work covered the full commercial arc: narrative positioning for the event, creative direction, media strategy, and distribution — all built to carry the message from first impression to donation.
The Approach
Aurelius built the campaign from the mission outward. The core narrative was grounded in what PMCF stands for — funding the research that saves lives — and translated that into a story that could move a cricket audience and a general public audience simultaneously.
The media strategy focused on earned reach amplified by strategic distribution: getting the right voices, the right platforms, and the right timing aligned so the campaign compounded over the course of the day rather than peaking early and fading.
Every creative asset — from social content to media materials — was built as part of one coherent system, designed to tell the same story in different registers across different channels.
The Approach
Aurelius built the campaign from the mission outward. The core narrative was grounded in what PMCF stands for — funding the research that saves lives — and translated that into a story that could move a cricket audience and a general public audience simultaneously.
The media strategy focused on earned reach amplified by strategic distribution: getting the right voices, the right platforms, and the right timing aligned so the campaign compounded over the course of the day rather than peaking early and fading.
Every creative asset — from social content to media materials — was built as part of one coherent system, designed to tell the same story in different registers across different channels.
You've given every bit of your soul and intent to help us shape the right story around cancer research awareness through sport, with dazzling media and a great distribution strategy. A big thank you.
You've given every bit of your soul and intent to help us shape the right story around cancer research awareness through sport, with dazzling media and a great distribution strategy. A big thank you.
Ashni Ramsammy, Princess Margaret Cancer Foundation
Ashni Ramsammy, Princess Margaret Cancer Foundation
You've given every bit of your soul and intent to help us shape the right story around cancer research awareness through sport, with dazzling media and a great distribution strategy. A big thank you.
Ashni Ramsammy, Princess Margaret Cancer Foundation
The Outcome
The inaugural Cricket to Conquer Cancer event raised $1.1M in a single day — a result that exceeded the event's targets and established the format as a credible, scalable fundraising vehicle for PMCF.
The campaign generated significant media reach and positioned the Foundation as a leading innovator in cause-based fundraising through sport. The model is now being explored for future editions.
The Outcome
The inaugural Cricket to Conquer Cancer event raised $1.1M in a single day — a result that exceeded the event's targets and established the format as a credible, scalable fundraising vehicle for PMCF.
The campaign generated significant media reach and positioned the Foundation as a leading innovator in cause-based fundraising through sport. The model is now being explored for future editions.
Let's start with a focused conversation.
Let's start with a focused conversation.
Trusted by 25+ healthcare organizations across 4 sub-industries, from ambitious startups to major enterprises.
Trusted by 25+ healthcare organizations across 4 sub-industries, from ambitious startups to major enterprises.
Trusted by 25+ healthcare organizations
+81
$25M+ raised. $14.3M+ revenue generated.
Trusted by 25+ healthcare organizations
+81
$25M+ raised. $14.3M+ revenue generated.