Iron Soldier

Media Launch

DESCRIPTION

As the agency of note for the Institute for Healthcare Innovations (IHI) – a partnership between health, business, higher education and government that seeks to create new, life-improving technologies – Curve was asked to launch one of the organization’s first projects: a Veterans Village. This state-of-the-art, multi-use facility – a project involving the IHI, Legion, and City of Surrey – will include assisted living, family space, community gardens and a therapeutic centre of excellence when complete. The IHI needed help unveiling the Veterans Village to the public so that it could launch a funding initiative to build the facility.

 

RESULT

Curve handled everything from logistics and branding to media pitching, release writing, interviews and day-of event management for the IHI. Iron Soldier – the title we gave the launch – was held at Simon Fraser University’s Surrey campus. Hundreds of veterans, students, volunteers, members of British Columbia’s business and medical communities and the media gathered for the Veterans Village reveal. Curve highlighted the impact of innovative, life-changing technology through Captain Trevor Greene’s story. In 2006, Trevor was viciously attacked with an axe while on duty in Afghanistan, leaving him with a traumatic brain injury. At the Iron Soldier event, he became the first former soldier to use a robotic exoskeleton in public. Curve’s efforts led to coverage by major media networks like CTV, Global, CBC, as well as CKNW, the Globe and Mail, the Province, and several local papers.

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