| | Print | Email |

For Immediate Release
October 5, 2009

 

Baycrest Gala shakes things up using social media

Dance-raiser has YouTube-meets-reality TV appeal
Donations expected to top $1 million


Toronto, ON –Baycrest has turned the traditional gala fundraiser upside down with an unprecedented event that harnesses the power of social media and the popularity of reality TV.

Instead of bringing in big name entertainment for the evening, as is tradition with most galas, the academic health sciences centre has asked six high profile community leaders to compete with each other in a ballroom dance competition on October 29 at the “Dancing With Our Stars” Baycrest Gala.

The good-humoured contestants include Toronto Argonauts co-owner David Cynamon; community philanthropist Wendy Switzer Myles, wife of upscale menswear retailer Lou Myles; Deloitte’s Vice Chairman, C.A., Garry Foster; Vice President and Senior Partner at RSM Richter, Robert Harlang; community leader and artist Tootsie Halbert; and real estate icon Sam Reisman, who is Chairman and CEO of The Rose Corporation. That they are dance neophytes far out of their comfort zone is creating exactly the kind of hilarity, buzz and sympathy for their plight that Baycrest was hoping for in the donor community

The dancers have all posted personal video appeals on YouTube that express, with self deprecation, bravado and dry humor, why they have felt compelled to take the leap (literally) to support a worthy cause. They also send regular e-blasts with YouTube links to their practice sessions to increase awareness and enlist donor support from friends, business associates and the public. The dancers have collectively raised close to $1 million in pledges so far and expect to surpass that target.

“These six dancers have galvanized the fundraising community with their spunk and determination,” said Mark Gryfe, president of the Baycrest Foundation. “They’ve created an excitement that we’re leveraging with social media to connect with people in a whole new way.”

The public can support the dancers’ fundraising efforts and watch their practice videos by visiting their personal webpages at www.baycrest.org/dancingwithourstars

Guests attending the Gala will be able to text message their votes after the performances. Audience votes will be compiled with the scores from a celebrity panel of judges including comedians Colin Mochrie, his wife, Deb McGrath, and renowned Canadian dancer and choreographer Marc Kimelman. Television and radio personality Ralph Benmergui will host the evening.

The “Dancing With Our Stars” Baycrest Gala is October 29, 6:00 p.m. at the Sheraton Centre, 123 Queen St. W. The Gala is organized by the Women’s Auxiliary of Baycrest. Proceeds will support care and research at Baycrest, focusing on innovations that will help transform the journey of aging.

For more information on tables/tickets or to check out the dancers’ YouTube videos, go to www.baycrest.org/dancingwithourstars

Baycrest is an academic health sciences centre that is internationally renowned for its care of aging adults and its excellence in aging brain research, clinical treatments, and promising cognitive rehabilitation strategies. 

- 30 -

For more information on this press release, please contact:
Ruth Morayniss, Director, Marketing and Donor Communications
Baycrest Foundation
416.785.2500, ext. 2037
rmorayniss@baycrest.org