MONTREAL: A six-city PR campaign featuring ballerinas helped generate media coverage for the Weekend to End Breast Cancer.

Performances featuring 27 ballerinas were held in shopping malls in Vancouver, Edmonton, Calgary, Toronto, Ottawa, and Montreal. Three of the ballerinas were dressed in pink to represent the one in nine Canadian women who will be diagnosed with the disease. “We wanted to find a way to make that statistic pop out, and felt ballerinas presented an unusual wow factor,” said ...