The CBCF creates love chain

A digital campaign from the Canadian Breast Cancer Foundation and Cundari seeks to generate the world’s longest handholding chain.

Just like ’70s R&B group the O’Jays, the Canadian Breast Cancer Foundation wants people all over the world to join hands.
However, the foundation doesn’t want to start a love train. Instead, it wants to virtually create the world’s longest handholding chain in order to raise awareness about breast cancer, and drive fundraising efforts and registration for the annual Canadian Breast Cancer Foundation CIBC Run for the Cure on Oct. 3.
The national campaign, developed by Toronto-based Cundari, is centred online at, which went live at the beginning of August. It features photos of people worldwide with their arms outstretched to form the chain. Pictures can be uploaded, or taken using a webcam, and people can include their name, city and share who they’re running for.
“The idea came about as we challenged our creative teams to build awareness in a fresh and relevant way,” says Brent Choi, CCO, Cundari. “We know that millions of Canadians are connected by breast cancer and this was a great way to bring this thought to life virtually.” Cundari is connected to the cause through its media director, Anne Wood, who was recently diagnosed with breast cancer and is undergoing treatment.