EDITION 3 | 2011 TheJournal Introducing ... Gutsy Walk!
Everybody needs to refresh their image once in a while, and CCFC is no diff erent. T is past summer, CCFC staff surveyed some of the Heel ‘n’ Wheel-a-T on’s strongest supporters to determine whether our signature fundraising event needed a new look and name.
Some of what you told us was: T e imagery is dated; It’s not clear what happens at the event; It’s not clear where the money is going; We need more Gutsy!
T e direction we got was clear: it’s time for a rebrand, featuring our Gutsy logo front and centre. We engaged a creative fi rm to develop a new event personality, and tested it amongst a task force made up of “super volunteers,” staff and Board members.
Drum roll, please! After 16 years of celebrating our guts together and raising more money each year for IBD research, CCFC is pleased to introduce the Gutsy Walk! Our signature event’s new image prominently
page 3
Survey finds long waits to diagnosis
features our cherished Gutsy icon – an image so powerful it is the tattoo of choice amongst IBD suff erers! T e new walk logo tells the story of the event far more concisely and clearly than in the past – it’s a walk, and it benefi ts Crohn’s and colitis research.
T e logo is also accompanied by a powerful tagline that speaks to the courage and determination of our Gutsy community. It DOES take guts to fi nd the cure, and we show that every year when we collect pledges and walk together to raise awareness about infl ammatory bowel disease.
“We couldn’t have arrived here without the 16 years of successful Heel ‘n’ Wheel events delivered by our volunteers and pledge earners,” says CCFC’s Chief Development Offi cer John Branton. “We’re now in a great position to get behind this energetic new look and raise even more money for IBD research than ever before!”
T e powerful new image is indeed supported by a new strategy to promote the Gutsy Walk into the big leagues of Canadian charity walk events. For the fi rst time ever, Gutsy Walk will take place on one day across the country – SUNDAY, JUNE 10, 2012. Switching to one day helps better coordinate our marketing eff orts so we bring more awareness to the event and attract new participants and pledge earners.
Also new this year are a number of newly- designed Gutsy Walk tools to help CCFC staff and volunteers increase revenue from the event. T ese tools encourage the corporate sector to engage with us by creating new teams, while continuing to grow the family team base that has been so valuable to the event’s success in the past.
Look for the Gutsy Walk website at
www.gutsywalk.ca to go live on January 30. We are excited about walking with you on June 10 nationally as a united voice for IBD.
FOR SUPPORTERS OF THE CROHN’S AND COLITIS FOUNDATION OF CANADA
page 4-5 2011’s Gutsiest Canadians
page 6-7 Celebrating our volunteers
page 8-9
New feature: Ask Your Pharmacist
page 10-11 Progress Report
page 13 Taking to the streets
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