What It Takes To Create & Run Canada's Single Largest Fundraising Event

You've probably already seen the flyers encouraging participants to walk 60 km in The Weekend to End Breast Cancer in August. In just six years, the weekend trek has become one of the largest fundraisers across Canada. Brian Pendleton, President of CauseForce and Alexis Guptman, Coordinator for the Jewish General Hospital Foundation in Montreal share what goes into creating innovative year-round marketing.