By Carla Warrilow Posted October 20, 2011, 4:42 PM EDT
TORONTO Boobyball, the annual Rethink Breast Cancer fund-raiser, encouraged 1,300 guests to reconnect with their inner child on Friday night at Andrew Richard Designs. In celebration of Boobyball and Rethink’s 10th year, the event had a playful 10th birthday-party concept, complete with cake, balloons, and a bouncy house.
“We always try to think of a fun, different theme for Boobyball,” said Katie Nicholson, coordinator of events and volunteer relations at Rethink. “When we started brainstorming ideas, we had the number 10 in our heads,” said Lindsay Grange, Boobyball co-chairwoman. The event team settled on the childhood birthday party as a way to commemorate the important anniversaries. Magen Boys organized the entertainment (as well as the audiovisual production) and brought the theme to life; Star Wars stormtroopers posed with guests for photos, magicians circulated, and clowns passed out balloon animals. Passed hors d’oeuvres from Taste Culinary Inc. brought back childhood memories with items like grilled cheese, mini pizza, and sliders.
The fun and playful event matched Rethink Breast Cancer’s brand, which offers a fresh outlook and awareness campaign tailored to the under-40 demographic. The Canadian charity has gained notoriety over the years and its events continue to grow; this year, Boobyball sold out in a record five days, which Nicholson attributed to the event’s popularity and profile.
Sponsor activations included a table of Purdy’s chocolates, a Guess by Marciano flipbook station, specialty cocktails from Maker's Mark, Tassimo coffee, Mavea water, and surprise gifts from Peacock Parade. Rethink used the event to promote its “Your Man Reminder,” a customizable phone app in which women can choose one of six male models (and their pose) to remind them to check their breasts. Topless male models with scannable QR codes on their chests circulated during the event, replicating the flyer advertisements on tables.