New campaign promotes Canada’s first-ever street cricket fundraiser to benefit The Princess Margaret Cancer Foundation.
TORONTO – The Princess Margaret Cancer Foundation‘s new promotional
campaign has been created and launched by Ethnicity Matters. The integrated campaign aims to drive awareness, registrations and fundraising efforts to support groundbreaking cancer research. Spanning digital, social, TV, radio, cinema and print media, the campaign is designed to engage South Asian and Caribbean Canadian communities, business owners, and the broader public. The event is off to a strong start, already reaching 50% of its registration goals.
At the heart of the campaign is the rallying cry, “Raise your bat. Raise hope.”
Cricket has always been more than just a sport. It’s a symbol of resilience, unity, diversity and determination. This campaign taps into that passion, encouraging all Canadians to come together, play the game they love (or have never experienced), and take a stand against cancer.
A single-day event, Cricket to Conquer Cancer, will take place on Saturday, May 31, 2025, at Celebration Square in Mississauga. The event will feature 80 teams participating in matches that will follow street cricket rules, and will be divided into two divisions: Corporate and Community. Each team is challenged to raise a minimum of $6,000 to participate.
Cricket to Conquer Cancer is Canada’s first-ever street cricket fundraiser. Why street cricket? Cricket is not only one of the fastest-growing sports in the world, but it also resonates deeply with Canada’s increasingly diverse communities. The Princess Margaret is striving for a world free from the fear of cancer, and cricket provides a unique platform to authentically engage these communities while raising crucial funds for life-saving cancer research.
Cricket To Conquer Cancer was officially launched at a Curtain Raiser event on World Cancer Day last month. The Princess Margaret Cancer Foundation hosted a memorable evening, bringing together community leaders, corporate partners, celebrities, and supporters, all united in their dedication to help create brighter futures for cancer patients everywhere. The evening featured inspiring keynote speeches from Miyo Yamashita, President and CEO of the Princess Margaret Cancer Foundation, and a special appearance from international cricket star
Carlos Brathwaite, to encourage new teams to sign up for this inaugural event. Guests were also introduced to the 2025 Honourary Chairs, which include:
● Sara Mazhar, Chief Technology Officer & CISO, Securian Canada;
● Mehran Shahriar, Managing Director, CM Sports;
● Reetu Gupta, Ambassadress of The Gupta Group;
● Bobby Sahni, Co-Founder, Ethnicity Matters.
Ethnicity Matters also announced its $50,000 sponsorship of Cricket To Conquer Cancer, encouraging other corporations to join them in supporting this meaningful cause.
ABOUT THE PRINCESS MARGARET CANCER FOUNDATION
The Princess Margaret Cancer Foundation is Canada’s largest cancer charity. We’re dedicated to raising funds for Princess Margaret Cancer Centre, one of the world’s leading cancer research and treatment centres, known for its breakthrough discoveries that transform patient outcomes. Together, we Carry The Fire for cancer patients everywhere in our mission to create a world free from the fear of cancer. Through philanthropy, fundraising events, and our world- leading lottery program, we’re changing how the world understands, prevents, diagnoses, and treats cancer, benefitting patients at The Princess Margaret, throughout Canada, and around the world.
For more information, visit www.thepmcf.ca.
For more information on supporting Cricket To Conquer Cancer with a sponsorship or forming a team, visit https://cricket2conquer.ca/contact-our-team or contact Bobby Sahni, Co-Founder, Ethnicity Matters, at [email protected]
ABOUT ETHNICITY MATTERS
Founded in 2013, Ethnicity Matters is a Toronto-based, award-winning, insight-led ad agency built for a multicultural world. The agency offers end-to-end services that integrate insights, strategy, creativity and execution across all facets of marketing. From creative development to media buying and proprietary research tools, Ethnicity Matters’ solutions are designed to drive brand-linked sales results. Rooted in multicultural human truths, the agency helps its range of clients connect with diverse audiences across North America.
Ethnicity Matters’ commitment to diversity is reflected not just in its work but in its core values and operations. With a team composed of 98% visible minorities, 75% foreign-born employees, and strong partnerships with diverse suppliers, we live the values we champion. This authentic approach ensures that our multicultural marketing strategies are created and driven by the very people they are designed to connect with.
From nurturing talent through co-op programs to embracing the perspectives that drive creativity and innovation, the agency’s value system is at the heart of it all. This authentic approach makes Ethnicity Matters as strong and unforgettable as the brands it serves.
For more information on Ethnicity Matters, please contact Bobby Sahni, Co-Founder at [email protected] or visit https://ethnicitymatters.com
Name of Author: Cricexec Staff
