PAN-MASS CHALLENGE
PAN-MASS CHALLENGE
Paid Social Campaign
Art Director: Jim Bizier
The Idea.
The Pan-Mass Challenge is one of the most successful fundraisers in the country. This year, we were approaching $1 billion raised for cancer research. We wanted to use that number in a call to action for riders to join in the fight.
The Campaign.
Be one in a billion.
By joining the Pan-Mass Challenge, riders have a chance to literally be one of the countless, vital catalysts in raising a billion dollars for cancer research and treatment at Dana-Farber Cancer Institute. By joining the fight against cancer, you’re more than a rider. You’re:
a part of something bigger
an everyday hero
a source of hope
a part of our team
more than just a cyclist
The Social Content
Additional PMC Work
Throughout the “Billion Dollar Year” we helped promote other PMC events, like Unpaved— a fall route that took riders through the Berkshires of Western Massachusetts. The goal for this event was still to promote the billion-dollar effort, but to emphasize that this was more picturesque, trail-based ride.
