Case Studies

Fashion Targets Breast Cancer (FTBC) Canada

Campaign Overview

Rethink Breast Cancer launched Fashion Targets Breast Cancer (FTBC) in Canada, with focus on Fashion Targets Friday (FTF); the last Friday in May, when men and women across Canada show their support for the cause by wearing their FTBC apparel featuring the signature target logo.

statues care Objectives
  • Position Rethink Breast Cancer as a leader in breast cancer fundraising and support
  • Raise awareness about Fashion Targets Breast Cancer (FTBC) goals, research and supportive care programs
  • Differentiate Rethink from competitors through dynamic initiatives
  • Increase sales of FTBC apparel and corporate participation in Fashion Targets Friday
Results
  • A number of media outlets attended the launch event on May 10, 2007 including CTV News, CityTV, Metro, Verve Girl Daily and NOW Magazine
  • Over 50 media outlets covered Fashion Targets Breast Cancer
  • Coverage garnered 11,697,801 total media impressions
  • Post-event coverage included MetroToday, Calgary Herald, City TV Breakfast Television, 102.1 The Edge, FLARE, Hype 1 and Lou Lou Magazine
  • Nearly 60 per cent of media impressions were from websites and e-newsletters including the Globe and Mail online and Marketing Daily

“Six Degrees Medical Consulting (SDM) was responsible for the strategic development and implementation of the media outreach program for Rethink’s 2007 Fashion Targets Breast Cancer campaign. The media campaign was a tremendous success due to SDM’s creative thinking, attention to detail, and ‘can do’ attitude. We truly felt they were part of our team and they were always willing to go the extra mile.

The 2007 campaign was one of our most successful events with over 50 media outlets covering Fashion Targets Breast Cancer and over 11,500,000 impressions generated in total. SDM was an integral part of our success and we thank them for donating their time and expertise to this important cause.”

MJ DeCoteau, Executive Director, Rethink Breast Cancer

2007 Brazilian Carnival Ball

Campaign Overview
  • The Brazilian Carnival Ball Started in 1966 in a small Toronto church by Brazilian native Anna Marie de Souza
  • Each year a sold-out crowd of 1,800 members of Toronto’s top business and social community dine, dance and socialize the night away to raise money for that year’s beneficiary
Objectives
  • Create awareness of The Arthritis & Autoimmunity Research Centre (AARC) Foundation as the beneficiary of the Brazilian Carnival Ball’s fundraising efforts
  • Reinforce the importance of the Brazilian Carnival Ball and its efforts to raise funding for important causes
  • Communicate that 2007 marks the Brazilian Carnival Ball’s most successful fundraising effort to date -- largest amount raised by a fundraising Ball in Canada
Results city life
  • Approximately 30 media outlets attended the 2007 Ball
  • A total of 8,766,224 media impressions were garnered between April and June 2007
  • Almost half of the media impressions were from daily newspapers including articles in the Globe and Mail, National Post, Toronto Star and MetroToday
  • Magazine coverage included a feature piece in Maclean’s Magazine as well as Toronto Life and Hello! Canada
  • Photos of the Ball and articles also appeared on numerous websites including Centreofthecity.com, Hype1.com, Toronto Arts and Events and Juicy Stuff

“The team at Six Degrees Medical Consulting was invaluable in providing the media relations for the 2007 Brazilian Carnival Ball in support of the Arthritis and Autoimmunity Research Centre Foundation. Their knowledge of the industry, attention to detail and friendly, professional approach made working with them easy and extremely effective. Their excellent management of the media at the Ball allowed us to focus on the many other details of the evening. They produced outstanding results, garnering almost nine million impressions – our best media campaign to date.

We would like to thank Six Degrees Medical for generously donating their time and professional expertise to this important fundraising event.”

Kathie Gayda, Executive Director, Brazilian Carnival Ball

“I had the opportunity of working closely with the team at Six Degrees Medical Consulting when the Arthritis & Autoimmunity Research Centre (AARC) Foundation was named official beneficiary of proceeds raised from the Brazilian Carnival Ball in 2007.

As Director and official spokesperson of the AARC, I liaised with individuals at Six Degrees Medical as they successfully directed media activities prior to and following this very high-profile event. Their level of professionalism and attention to detail in relating to key opinion leaders and media alike were very impressive. The outstanding media coverage following the event was a direct reflection of the commitment and capabilities of this cohesive team.”

Rheumatologist, Toronto

CAMPRAL® Launch

Campaign Overview

Prempharm launched CAMPRAL®, a prescription medication to treat alcohol dependence, in the fall of 2007.

Objectives
  • Increase common understanding of the scope and impact of alcohol dependence and alcohol-related harm
  • Generate awareness about CAMPRAL® and encourage trial of product by educating target audience on key benefits
  • Increase dialogue about alcohol dependence between patients and their physicians
  • Complement marketing efforts to maximize product sales at launch and post-launch
  • Demonstrate Prempharm’s commitment to the area of alcohol dependence with healthcare providers and other key stakeholder groups
Results
  • Full page coverage in Le Journal de Montreal including product photo and quote from key opinion leader, as well as in other smaller community papers
  • Over 12 million print, online and broadcast media impressions were generated
  • Matte stories and media release were picked up on major websites such as MSN Health and Mon Portail Pharmacie – a website that reaches 60 per cent of the pharmacists and pharmacy technicians in Quebec

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