Dunk for Diabetes

Raptors

Awareness

Consideration

Favourability

Custom Content

CSR / Grassroots

In-Venue Activation

Sun Life Financial (SFL) partnered with the Toronto Raptors with the goal of further strengthening their commitment to help Canadians live healthier lives and advance their type 2 diabetes CSR initiatives. Together, we created the Dunk for Diabetes program that was built to achieve maximum reach and engagement throughout the country by implementing grassroots programming, in-game activations, and mass media.

THE PROBLEM

Out of the 11M Canadians with diabetes, 90% are diagnosed with type 2 diabetes

THE ASK

Create a platform that educates Canadians on type 2 diabetes prevention and positions SLF as proactive advocate in the community, while increasing purchase consideration among Raptor’s fans.

CREATIVE INSIGHT

Playing basketball is not only a fun sport to play but lowers people’s chances of developing of type 2 diabetes.

THE IDEA

Dunk for Diabetes: An integrated program consisting of four components: youth basketball clinics, Dunks Donations (SLF donated 1k to MLSE Launch Pad for every home game dunk); jersey patch sponsor; and custom content, featuring Pascal Siakam, that was promoted on all Raptor’s digital/social channels