CanadaWide...
David's primary motivation for embarking on this trip was to establish an initiative that both raises money and heightens awareness for cancer charities.
Timeframe: Feb. 2006 - Jun. 2006
The Work
When David Visschedyk was eight, he was diagnosed with osteogenic sarcoma – the same form of cancer that afflicted Terry Fox – and his leg was subsequently amputated. In the spring of 2006, I was introduced to David, who at that juncture had decided to cycle across Canada in hopes of raising funds and awareness for the James Fund for Neuroblastoma Research.
While the idea was still in its infancy, I was able to offer a small assist in achieving his ambitious trek and creating collateral and a visual identity with which to present prospective sponsors.
Strategic
Meeting in a Starbucks on a cold night in Toronto, we began to toss around names and concepts for presenting the mission statement to outside groups. Approximately one week later, we had arrived at the title – CanadaWide for Cancer – and developed the materials and references needed to get his foot in the door.
Design/Programming
This involved a wide-range of production, including: business cards, letterhead, and a website featuring project background, photos, etc.
David was then able to use this collateral to make a pitch for corporate support, ultimately resulting in a partnership with such groups as: Sun Media, Air Canada, Evian, Home Hardware, and many more.
Within months, David embarked on – and completed – his journey, bringing in thousands of dollars in donations for the James Fund and succeeding in his goal “to show anyone who is battling cancer or may soon find themselves in a position to cope with the disease, that not only is it possible to survive, but after survival you can do anything you set your mind to”.
It was a fantastic project to work on, made all the better by the drive and motivation of a determined client.
Samples
"Effectively shooting indoors in high key is not easy if you don’t have the proper equipment... If you want to achieve that studio, white background look, ideally you’ll have some studio lighting on hand."
— Beginner's Guide to High Key Lighting / PHOTO-TUTS
