The Canadian Men’s Health Foundation has chosen Toronto-based Ariad Communications as its new AOR for strategic partnerships and sponsorship.

Ariad will work with the foundation to “plan, identify and build cross-partner and sponsorship opportunities with the objective to inspire Canadian men to live healthier lives by motivating and enabling them to make better lifestyle choices,” according to its announcement.

Previously, that work was handled by the in-house marketing and partnership teams at the non-profit foundation, which is focused on preventing health problems such as heart disease among Canadian men.

The CMHF also works with Rethink for advertising, handling brand strategy and creative.

Ariad’s current staff will work with the CMHF and the agency won’t be adding to its team as a result of the new win, says Colin Withers, brand and communications manager at Ariad. Ariad’s work with the CMHF will begin to roll out later this year.

The agency’s expertise in partnership marketing was the main draw for the CMHF to select the Ariad, Wayne Hartick, president of the foundation, said in a press release.

Ariad has worked with Free the Children and FoodShare Toronto and has worked on campaigns for brands including Telus, Metro, Visa and Degree.

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