Margot Trudell — Design & Art Direction

We are all Changemakers when we run

While working at Juniper Park\TBWA I worked on the 2016 campaign for the CIBC Run for the Cure. Our team came up with the idea of creating thousands of campaigns, rather than just one. We would achieve this with user participation, allowing individuals to create their own campaigns when they registered for the Run and becoming, as we labeled them, Changemakers.

A large part of the work I did focused on the website that would allow people to create these campaigns, while also working on the overall design of the campaign up front, and later developing all the digital assets and some out of home work. While working on the website I collaborated closely with our technology lead on working out the wireframes and ultamitely the final design. I presented this work to the client along with my CD, and we worked together to solve all the things the client asked us to consider. The result was a very successful website that saw a lot of user engagement. When users created their campaigns, multiple social assets were automatically created to share with their teams, friends and families to increase awareness and garner donations.

By Run Day, thousands of people across Canada had created their own campaigns and become Changemakers, raising millions of dollars for the Canadian Breast Cancer Foundation.


We had a handful of people serve as ambassadors for the campaign and presented as the first round of Changemakers. They were all affected by breast cancer in some way and had participated in the run before. We shot them and used their images and stories for the first round of the campaign. Julia (above) was one ambassador and we made this video about her story to promote the run.

Generated social assets were used across Instagram, Twitter and Facebook, shared under the #CIBCRunfortheCure hashtag.

We had a handful of people act as ambassadors and create the first few campaigns. Those images were used in the campaign until we had enough user generated content to go with. Each ambassador was presented with a print of their personalized campaign poster on Run Day.

We created out of home signage across Canada, showcasing people in their local markets.

I designed the part of the website where users could create their own campaigns. They would upload a photo of themselves, their friend or their team, and add a name. Then multiplte social assets would be generate automatically using the photo and name they input, giving the user images to share online to promote their own campaign and show their involvement.

This video demonstrates how to create your own personalized campaign, and served as a tutorial for less tech-savvy users.
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