Fred Roberts is the Creative Director at Cundari, the advertising agency that created our advertising for this years run. His mother was diagnosed with breast cancer this year. Here are some of his thoughts of life with cancer– both through his work with us and in his passion for cycling:
“I wanted nothing to do with cancer. Cancer has stayed away from me for 38 years and I wanted to keep it that way. But that wasn’t going to happen.
I’m sure like many people the journey began with a phone call. In my case it was my sister telling me that my Father was diagnosed with colon cancer. Luckily my dad’s surgery went well and his cancer never spread
A year and half later I received another call. To know my Mom is to appreciate how she delivers news, short and to the point. “I have breast cancer and my surgery is in two weeks.”
Ok, this cancer thing is making up for lost time, both parents in the span of two years.
During my Moms diagnosis and treatment we were knee deep in the creative development for the Canadian Breast Cancer Foundation CIBC Run for the Cure ads. I had a personal connection to each meeting I attended. My Mom responded well to treatment and in an odd way she was giving me strength. It seemed as the campaign grew in strength so did my Mom.
The courage of my parents motivated me to do something, get involved, fundraise and fight. I will be one of the participants in the Canadian Breast Cancer Foundation CIBC Run for the Cure on September 30th and two weeks ago I rode 860km to raise money for Camps that help families whose children are affected by cancer.”