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C r e at e & I N S P I R E AGENDA 11:00am Welcome from Kimberly Carson, CEO, BCC 11:08 Premiere of the "Know More" video featuring survivors and researchers 11:10 Precision oncology presentation by Dr. Marc Webster, chair, Scientifi c Advisory Board 11:16 Shaniah Leduc, chair, Board of Directors, talks about BCC's vison for precision oncology research 11:25 Introduction of breast cancer survivors who share how re- search changed their lives 11:27 Sandra Grant-Mentis and her daughter Mikayla detail how Sandra's journey since her diag- nosis 12 years ago has impacted their family 11:33 Kim MacDonald, BCC offi cial spokesperson and Weather Network anchor, spoke on her diagnoses fi ve years ago and her decision to have a double mastectomy and eschew reconstructive surgery in favour of a stunning sunfl ower tattoo across her chest 11:40 Closing remarks C r e at e & I N S P I R E After 30 years operating as Canada's leading organization of breast cancer research, the Breast Cancer Society has embraced a bold new brand—it's now Breast Cancer Canada (BCC)—along with a renewed focus on precision oncol- ogy (treatment based on the patient's unique biology). While this was all very exciting news, they were faced with how to communicate these developments. They decided to target top-tier media and invited them to a virtual event called Breast-Fast in Bed. "Breast cancer is a disease that affects us all. Especially as one in eight women will be diagnosed with breast cancer in their lifetime," says Kimberly Carson, CEO, Breast Cancer Canada. "The purpose of this event was to share the wealth of knowledge that Breast Cancer Canada has and encourage media to 'know more.'" In advance of the event, attendees received a gift box full of breakfast-re- lated items, such as coffee, a travel mug, cozy socks and cookies, along with printed information on the brand trans- formation and current research. One of the greatest takeaways from an event design perspective was how the organizers paced the agenda and impact- fully communicated both scientifi c infor- mation and deeply moving content in a short time frame. The event led with the reveal of the new brand, a thought-pro- voking consumer sentiment survey and research updates from BCC experts. A signifi cant amount of time, however, was dedicated to testimonials from breast cancer survivors—who were among those featured in the press materials and the outside of the gift boxes. They were remarkably candid as they shared their journeys and chronicled the role that research played in their treatments. A virtual media event delivers on several fronts by Laura Bickle How they did it AGENDA mug, cozy socks and cookies, along with mug, cozy socks and cookies, along with printed information on the brand trans- One of the greatest takeaways from an event design perspective was how the Winter 2022/23 | Ignitemag.ca | 43