The Princess Margaret event communications have always done a good job of conveying the “what”, in the case of The Ride, the fact that you can participate in a challenging ride from Toronto to Niagara Falls to support cancer research. For this engagement video we sought to tell the “why”. Why do participants get on a bike to ride all of that way, why do they keep coming back year after year, and why do they specifically choose to support an event that is hosted by The Princess Margaret.