Top Drawer Creative’s CEO and president, Howard Chang, has been involved in bicycle advocacy work for over 30 years, including his agency’s production of the award-winning Share the Road campaign for the CAA. In 2013, it came as no surprise that Howard was invited to be a featured speaker in Washington DC at the National Bike Summit, where he spoke to the need for industry leaders in attendance to create a new narrative for cycling advocacy.
Among those who heard Howard spoke, Nicole Preston of the American Diabetes Association was particularly moved by what Howard had to say about branding and storytelling, and his belief in the art of influence for social good.
“After hearing Howard speak at the Summit,” says Nicole, “I realized how few people understood the space like he does. His passion and public support for cycling and his dedication to philanthropic causes presented through a storytelling lens attracted us to this partnership.”
This fall, Top Drawer will be working with the ADA on their marquee cycling-based fundraiser, Tour de Cure, as it approaches its 25th anniversary.
“The Tour de Cure has been a fixture on the charity cycling calendar for almost 25 years,” states Howard. “This is an exciting opportunity for us to help better connect the event to both the research that ADA has been doing to find a cure, and to helping people choose healthier lifestyles.”
After years of working on the branding for the Mattamy National Cycling Centre (NCC), as well as the capital campaign branding and the execution of the fundraising advertising campaign, some lucky TDC staff got to see it all come to life when an enthusiastic bunch took a trip out to Milton to ride in the velodrome. It isn’t every day that agency folks get to physically experience something they had a hand in developing!
“I wanted to reward our Top Drawer staff, who put over 2000 hours into the project, with some exclusive track time. Despite some initial nervousness by a few it was a huge success!” says Howard Chang, Top Drawer Creative President & CEO.
Check out our awesome video!
Top Drawer Creative staff members get the opportunity to ride the Mattamy Velodrome track in Milton.
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