World Record Ride for Ovarian Cancer

organic social & PR campaign

From doubling her Instagram following to securing over 20 media interviews, including major evening news programs, we helped Bianca Hayes (AKA The Ovarian Gang) share her Guinness World Record attempt at becoming the fastest woman to bike across Canada with millions of people, helping raise over $150,000 for ovarian cancer research.


See how we did it

Photo credit: Coconut Creative

the client

Bianca Hayes, AKA @theovariangang, is a long-distance cyclist who set out to break the Guinness World Record for the fastest woman to bike across Canada.

Her mission was deeply personal—raising funds for ovarian cancer research in honour of her sister, who tragically lost her battle with the disease.

the goals

We identified two key objectives for this inspiring campaign:

First, we wanted to share Bianca’s powerful story and her record-breaking quest with as many people as possible across Canada, raising awareness about ovarian cancer.

Second, our goal was to inspire action by driving donations to Bianca’s fundraising efforts, supporting two vital charities: Ovarian Cancer Canada and the BC Cancer Foundation.

By amplifying her message and mission, we aimed to make a meaningful impact in the fight against ovarian cancer while honoring Bianca’s late sister.

our strategy

To achieve our goals, we focused on two key channels: social media and traditional PR. These channels were chosen for their ability to generate a quick response, reach a wide audience, and provide real-time updates—essential for a fast-paced (pun-intended) campaign like Bianca’s ride.

On social media, we took over Bianca’s Instagram to create real-time, engaging content before, during, and after her journey. Through live updates, behind-the-scenes content, and targeted engagement strategies, we kept her audience inspired and expanded her reach nationwide.

In PR, we launched a targeted media blitz, securing interviews with national evening TV news programs, national radio stations, magazines, podcasts, and blogs.

By combining social media’s immediacy with traditional media’s credibility, we effectively amplified her story, raised awareness, and drove donations.

Photo credit: Coconut Creative

the results

  • Reached 500,000 people organically on social media, driving widespread engagement.

  • Secured 20+ media interviews, including 5 features on major evening news programs, elevating visibility and credibility.

  • Doubled Instagram following, significantly expanding the online community.

  • Helped raise over $150,000 for Ovarian Cancer research, showcasing the campaign’s impactful results.

The campaign captured the hearts of Canadians, sharing Bianca Hayes' courageous story with millions nationwide. Her journey reached over 500,000 people organically on social media, supported by 20+ media interviews, including five features on major evening news programs and several national news outlets, and doubled her following on Instagram.

While her Guinness World Record attempt ended unfortunately just two days shy of the goal due to a motorcycle accident in Quebec, this tragic twist amplified her story's impact, inspiring even more awareness and support. The campaign raised over $150,000 for ovarian cancer research, leaving an enduring legacy.

We were honoured to be a small part of this journey, but the real credit goes to Bianca, who put her body, heart, and life on the line for this exceptional effort.

Previous
Previous

Briza—Paid Advertising Campaign