A recent Outfront Media digital out-of-home (DOOH) campaign at Toronto’s Yonge-Eglinton Centre (YEC) helped publicize Max’s Big Ride, an effort to raise awareness of and funds for Duchenne muscular dystrophy (DMD) research.
Outfront partnered with radio station Indie88 for the ‘Win a Billboard’ contest, which received hundreds of submissions. After whittling down the list, Indie88 listeners declared Max’s Big Ride the winner.
Over four weeks, messaging created by Outfront’s in-house studio and displayed on all of its YEC digital assets showcased four-year-old Max Sedmihradsky, who suffers from DMD, and his father Andrew, who together undertook a 600-km (373-mi) cargo bike ride along the Trans Canada Trail from Ottawa to Hamilton. The ride began on Father’s Day—June 21—and reached Hamilton at the end of August, raising $55,000 toward a cure. Another ride is already planned for 2016.
