Celebration graphic with large number 10 and the French phrase 'Une brillante soirée, a brilliant night' on a black background.

Case Study:
A Brilliant Night

Making Headlines for a Cure:
PR Wins for Montreal’s Top Brain Cancer Fundraiser

23.5 million
Total Reach

Live interviews with Leslie Hacker & Dr. Kevin Petrecca

Featured in Leading Media
Global News CityNews
The Gazette

$10 Million Raised

Montreal’s top fundraiser for brain cancer research needed public relations to spread widespread awareness of the ground-breaking research taking place at the Montreal Neurological Institute.

The Opportunity

The Strategy

Since 2021, we have been managing the year-round public relations for the fundraiser and annual event by creating bilingual press releases, media lists, customized media pitches, and managed all outreach. Leslie became their go-to spokesperson.

A woman speaking on a TV news broadcast, with a quote in a text box that says, "HOPE THAT NO OTHER DOCTOR COULD AND SO THAT'S". Below, there is a caption with information about a charity event and a photo of the woman with her mother. The woman appears to be Leslie Hacker.
A news video featuring a female news anchor sitting at a desk with a backdrop of cityscape windows at sunset. The screen displays the headline "A Brilliant Night celebrates 10 years," with the date October 9, 2024, and information about the fundraiser for brain cancer research at McGill's Neuro Institute.
Screenshot of a news article from The Gazette about Toula Drimonis raising funds for brain cancer research, featuring a photo of a man speaking into a microphone.
Screenshot of a news webpage and a mobile device displaying an article titled "A Brilliant Night celebrates 10 years." The webpage features the Global News logo, an image of a woman and a man, and article text about a fundraiser event for brain cancer research at McGill's Neuro Institute.
A news article headline about Toula Drimonis raising funds and hope for brain cancer research, featuring a photo of a man speaking into a microphone and a smartphone displaying the article on a website.
A newsletter page with a headline about a media hit achieving 23.5 million views. The page features a photo of two women, a magazine opinion section, and an article about brain cancer research and Leslie Hacker's story, accompanied by a quote from her.