Strategic Storytelling · Community Building · Donor Engagement
Steve's Cycle Paths
Strategic storytelling that built community and inspired action
~$16M
Raised for cancer research through Princess Margaret Cancer Foundation
400+
Riders, supporters and family members at the premiere
19 Years
3,800+ km of leadership and community, through June 2026
Client
Steve's Cycle Paths
Partner organization
Princess Margaret Cancer Foundation
Services
Strategic Planning, Storytelling, Creative Direction, Stakeholder Management, Project Leadership
Focus
Community Building, Stewardship, Donor Engagement
The Opportunity
Celebrating a community that continues to change lives
In 2017, Steve Cohen, founder of Steve's Cycle Paths and one of the most influential leaders in the history of The Ride to Conquer Cancer, wanted to commemorate the team's 10th anniversary with something more meaningful than a retrospective.
The objective was to celebrate the people whose cancer journeys inspired the team's creation while reminding riders, donors and supporters why the mission was far from over. At the time, Steve's Cycle Paths had already established itself as the Ride's leading fundraising team. Today, following the 19th Ride in June 2026, the team has raised approximately $16 million in support of life-saving cancer research through Princess Margaret Cancer Foundation.
My Role
Strategic leadership from vision to delivery
I led the strategic planning and overall management of this initiative, working closely with Steve Cohen, Princess Margaret Cancer Foundation leadership, creative partners and the production team to bring the vision to life.
My responsibilities included strategic planning, creative direction, stakeholder management, interview planning, production oversight and final delivery, ensuring the finished piece authentically reflected the extraordinary community Steve had built and the impact it continues to have today.
Strategic Approach
Building the story around "Moments"
Rather than producing a traditional anniversary video, we built the story around the idea of "Moments" -- the defining moments that inspire people to ride, support loved ones and invest in the future of cancer research.
Original interviews
Seven cancer survivors who inspired Steve to participate in the inaugural Ride shared their personal stories on camera.
Foundation leadership
Reflections from Princess Margaret Cancer Foundation leadership grounded the film in institutional impact and mission.
Archival content
Historic Ride footage, photography and archival material brought the first decade to life with authenticity and depth.
Forward-looking narrative
The story was designed to celebrate the first decade while inspiring continued fundraising, participation and community growth.
Results
Impact that outlasts the event
Premiered before more than 400 riders, supporters and family members during Ride Weekend.
Celebrated one of Canada's most successful peer-to-peer fundraising communities.
Created a long-term stewardship, recruitment and donor engagement asset.
Helped tell the story of a movement that has now generated approximately $16 million in support of cancer research and patient care.
The Film
Watch the anniversary film
A Personal Connection
"The most successful fundraising campaigns are built on authentic human stories, shared purpose and communities that continue to inspire long after an event is over."
This project has become even more meaningful with time. As both a fundraising strategist and cancer survivor, I have remained part of the Ride community. Following my own cancer treatment in 2026, I look forward to riding once again with Steve's Cycle Paths during the team's landmark 20th Ride next year.
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Strategic storytelling, media strategy and community engagement can strengthen fundraising performance and long-term supporter relationships. Every engagement starts with a conversation.