Rick Hansen was paralyzed in a motor vehicle crash in 1973, at the age of 15. From 1985-87, Rick undertook his remarkable Man in Motion World Tour. In 1997, the Tour’s tenth anniversary year, Rick wanted to retrace his route and meet with Canadians to thank them for their support, re-establish top-of-mind awareness of the issues, and raise money to fund new initiatives. Our communications strategy was to maximize Rick’s modest budget by producing materials that could be displayed at and distributed by Royal Bank branches, coast to coast. We placed newspaper ads pre-promoting his arrival, and involved a major media sponsor, Macleans Magazine. The result? He was greeted with enthusiasm, spoke at length about the issues close to his heart, and met with members of the neurotrauma community and provincial governments. In the end, Rick was able to generate commitments of $37,000,000 to accelerate the discovery of a cure for spinal cord paralysis.

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