When “65_RedRoses” first premiered in 2009 at the Vancouver International Film Festival, it won three awards and was lauded for inspiring a national movement to bring awareness to organ donation and Cystic Fibrosis (CF). For the film’s 10th anniversary, we worked with the directors of the film, Nimisha Mukerji and Philip Lyall, to promote the anniversary screening event at the Vancouver Playhouse Theatre, while celebrating the legacy of the film and raising awareness and supporting transplant and CF research in Canada.
The Work
- Implemented a traditional media outreach campaign, including press release + targeted media pitching to promote the event, drive ticket sales and bring awareness to the cause.
The Results
- By generating earned media coverage, we contributed to an attendance of over 200 people, resulting in increased awareness and support of CF research and organ donation
- Secured media coverage in top-tier media outlets such as CBC Vancouver, The Georgia Straight and The Vancouver Sun
