Weekend to End Breast Cancer sets the stage with ballerinas

MONTREAL: A six-city PR campaign featuring ballerinas helped generate media coverage for the Weekend to End Breast Cancer.

MONTREAL: A six-city PR campaign featuring ballerinas helped generate media coverage for the Weekend to End Breast Cancer.

Performances featuring 27 ballerinas were held in shopping malls in Vancouver, Edmonton, Calgary, Toronto, Ottawa, and Montreal. Three of the ballerinas were dressed in pink to represent the one in nine Canadian women who will be diagnosed with the disease. “We wanted to find a way to make that statistic pop out, and felt ballerinas presented an unusual wow factor,” said Jackson Wightman, director of communications for CauseForce, an event production agency. CauseForce partnered with local ballet schools and troupes.

The event was covered by TV and radio outlets as well as major metro dailies, including a photo spread in the Ottawa Citizen that was picked up by other CanWest properties.

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