The CIBC Run for the Cure is Canada’s largest one-day charity initiative. Knowing that most people support a cause when they feel personally connected, we thought it would be fitting to create a POV film that puts viewers in the shoes of a breast cancer victim. Through her eyes they can experience the entire arc of her journey from receiving the gut-wrenching news to treatment.

As a result of the campaign, there was an increase in awareness and registrants - 125,000 participants and an incredible $25 million in raised funds.

The following year, we asked four CIBC Run for the Cure participants to take part in a documentary about fundraising for breast cancer research. Then we invited them to a screening with a very special surprise ending.

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