Table of Contents 6 2012 OVATION Awards Winning Entries

founder Steve Cameron. From day one, they have worked to develop the brand, establish relationships
with vendors and other organizations, solicit corporate sponsorship, manage a team of up to 40
volunteers, and drive extensive awareness through the use of social media, word of mouth marketing,
and public relations.
Bauer is lucky to be alive today. The 26‐year‐old suffers from a fatal genetic diseaseIn addition to his
charitable work, Bauer graduated with honours from York University where he was recognized on the
Dean’s List. Afterwards he completed a graduate certificate in corporate communications before joining
APEX in 2009. Today, although he still battles CF, Bauer plays a pivotal role in APEX’s corporate practice.
He has also recently returned to school part‐time to obtain his MBA.
INTENDED AUDIENCE
The Friends For Life Foundation has several target audiences:
1. Those who are or who have been directly affected by cystic fibrosis or cancer (e.g. family
members, friends, patients, medical staff)
2. Those who have no direct personal experience with either disease but who are devoted to the
core philosophy of The Friends For Life Foundation
3. Media who can assist in raising awareness and attracting corporate sponsorship 4. Potential and
existing corporate sponsors
GOAL
To successfully launch and maintain a not‐for‐profit initiative that would unite people in the fight against
cystic fibrosis and cancer while at the same time demonstrating the importance of friendship and the
power of knowledge when dealing with life threatening illnesses.
OBJECTIVES
1. Raise awareness and funds for the research and treatment of cystic fibrosis and cancer by
hosting a variety of fundraising events in the GTA.
O Host one main gala style event every summer
O Host a variety of other events and encourage others to fundraise independently throughout the
year
2. Encourage community members to get involved through volunteer activities.
O Develop a team of dedicated volunteers to help manage event logistics and execution
3. Secure a major corporate sponsorship.
O Secure a major corporate sponsor willing to donate a minimum of $10,000 on a yearly basis
4. Create strong local and national media interest in The Friends For Life story by leveraging the
personal experiences of Bauer and Cameron as well as their struggles with illness.
O Use public relations and social media to generate pre‐event buzz and drive awareness for the
cause
O Secure at least one major print and one broadcast piece in tier one national media
O Secure at least two broadcast pieces in regional GTA media
O Secure at least two online pieces of coverage