Let’s Take a Swing at Cancer is an annual golf fundraiser that unites players, sponsors, and volunteers to raise money for local cancer care. Launched in 2004 in memory of Herman Hansen, the event has since raised over $500,000 for the Ottawa Cancer Foundation, and continues to grow in purpose, participation, and impact year after year.
Context
As the tournament expanded, so did its potential. With a dedicated core team and a growing network of volunteers and sponsors, Let’s Take a Swing at Cancer needed stronger storytelling to match its impact. From pre-event promotion to day-of coverage, organizers aimed to increase visibility, drive attendance, boost fundraising, and deepen donor connection to the Ottawa Cancer Foundation’s cause.
Challenges
Despite a strong turnout and fundraising history, the tournament lacked a consistent digital presence. Most promotional efforts relied on word-of-mouth or past supporters. Organizers needed help boosting fundraising, capturing the event’s energy and purpose, and creating content that felt elevated and authentic to the fundraiser’s grassroots spirit.
Strategy
Our approach focused on building anticipation through social storytelling in the weeks leading up to the tournament, capturing meaningful moments and interactions throughout the day of the event, and producing post-event content to extend its reach. The brand tone was elevated to feel human, hopeful, and empowering, reflecting the heart of what the day truly represents.
Implementation
Accurate managed weekly social content leading up to the event, including curated visuals, sponsor highlights, and impact stats to build momentum.
On tournament day, media coverage was our priority. We captured interviews, meaningful interactions, and day-of moments through photography, aerial footage, and short-form content to bring the event to life.
After the event, we extended the impact with thoughtfully produced content, including a cinematic recap video designed to celebrate the experience and inspire future participation and fundraising.
Results
The social campaign marked a noticeable increase in awareness and engagement, with strong momentum leading into event day. The campaign drove high-value conversions, including increased social reach, site engagement, and sponsorships.
We are so happy with everything you did. You helped us take our event to the next level this year. All the social media, all the coverage day of; we can’t thank you enough.
Let’s Take a Swing at Cancer
