Hundreds of cyclists dressed in yellow jerseys converged on street corners in Toronto, Montreal, Calgary, and Vancouver at 1:05 p.m. Thursday to strike a pose and raise awareness for the 2010 Ride to Conquer Cancer fund-raiser as part of a promotional event planned by CauseForce Inc.

In Toronto, more than 120 riders gathered at the northwest corner of Queen and Bay streets for the public launch of the two-day ride in support of the Campbell Family Institute at Princess Margaret Hospital. The cyclists made a visual statement by raising their bikes overhead in unison for 60 seconds—a gesture meant to reflect the "Strength in Numbers" motto for the event, which takes place here on June 12 and 13.

"The event was definitely visual first," said Jackson Wightman, director of communications with CauseForce. "We had large groups of identically clad cyclists descend onto iconic spaces in each of the cities and make a scene. Basically we had people strike the pose of the brand's logo and hold it."

Over the past two years the Toronto ride has raised $28.5 million for cancer research at Princess Margaret Hospital. "Today's impactful group statement at the corner of Queen and Bay is a metaphor for the main event: Together as one, we can do great things," said Paul Alofs, president and C.E.O. of the Princess Margaret Hospital Foundation.