1. CASA Foundation
The Client: Non-Profit Organisation that works with Alberta Health Services to provide Mental Health
care to children and adolescents.
The Goal: To drive volunteer hours and contributions to the CASA foundation for $0. Ideally by creating
a viral video to share on social media.
The Idea: Pie Face Challenge. Get a friend to donate any amount to the CASA foundation for the
privilege of pie-ing you on camera. Upload it to Facebook and tag 2 other friends. Reached out to the
Oiler’s through a connection from the CASA board to have players participate in the Pie Face challenge.
Goal is to have as many people do the challenge on the same day and each tag 2 other individuals.
Starting with the 150 CASA employees, their over 300 clients and a handful of Edmonton Oilers we
hoped to start a snowball effect that would flood Twitter and Facebook and Instagram.
Following is a Fact Sheet, News Release and Press Letter for the project.

2. Appendix A: Press Release
NEWS RELEASE
CASA and Connor McDavid Work Together for Mental Health Awareness
Edmonton, Alberta (January 5, 2017) – CASA will be teaming up with Edmonton Oilers Connor
McDavid for a campaign to raise awareness of mental health needs. This campaign will include
Connor McDavid being “pied”, this will mean that he will be getting a banana cream pie to the
face. After the release of Connor McDavid’s video, CASA encourages others to partake in this
campaign and to post their videos on social media (facebook, twitter, instagram) with the
#youarenotalone.
The Chief Executive Officer of CASA, Denise Mine said, “this is a great opportunity to raise
awareness about the need for children’s mental health services. Our organization is excited to
work with Connor McDavid to make this message current and relevant to Edmontonians. This
campaign is fun and easy so everyone can participate!”
This campaign will launch on January 5 at 10:00am. Make sure to show your support for CASA
and mental health needs by participating.
Connor McDavid said “this is a great cause and organization to help gain awareness for, I really
hope by being the first to participate in the campaign people will be encouraged to do the same.
Young people today more than ever need support for mental health issues, organizations like
CASA are helping to fill that large gap in our community.”
About CASA
CASA is a major community-based provider of mental health services for infants, children,
adolescents and their families within greater Edmonton and from Central and Northern Alberta.
CASA is:
• Incorporated under the Companies Act of Alberta as a not-for-profit, charitable
organization.
• Governed by a volunteer Board of Directors.
• A treatment, teaching and research facility affiliated with the University of Alberta and
Alberta Health Services (AHS).
• Accredited by Accreditation Canada.
• Staffed by teams representing many disciplines including psychiatrists, psychologists,
nurses, social workers, occupational therapists, child care counsellors, teachers and
administrative support staff.
CASA provides assessment and treatment services for approximately 4,000 infants, children and
adolescents from birth to age 18 each year through a continuum ranging from consultation in
community outreach settings to intensive treatment programs.
-30-
Nadine Samycia
CASA Foundation Executive Director
780-400-4539
NSamycia@casaservices.org
www.casaservices.org
406 Peace Hills Trust Tower, 10011 - 109 Street

3. Edmonton, AB T5J 3S8
Appendices:
Appendix B: Pitch Letter
NEWS RELEASE
CASA Foundation
Nadine Samycia
Executive Director
780-400-4539
NSamycia@casaservices.org
406 Peace Hills Trust Tower, 10011 - 109 Street
Edmonton, AB T5J 3S8
January 5, 2017
Daryl McIntyre
CTV Edmonton
18520 Stony Plain Rd.
Edmonton, AB T5S 1A8
Dear Mr. McIntyre,
CASA is launching an event at Roger’s Place to provide awareness about the importance of
mental health, and gain the attention of much needed donors. Through an alliance with the
Edmonton Oilers centre forward, Connor McDavid, a campaign will be launched to raise money
for the new CASA centre.
The CASA Pie Face Challenge will take place on February 5th
, 2016 and will continue as an
online initiative dedicated to raising funds for CASA’s mental health therapy programs. The
initiative will begin with Connor McDavid, completing the Pie Face Challenge, and nominating
three friends. 100% of the proceeds will be donated to fund CASA programs at the new centre.
We would be thrilled to have a celebrity such as yourself attend the first ever CASA Pie Face
Challenge!
Please join us for this wonderful event to help raise funds to support CASA and their efforts
towards mental health within our community. For more information, feel free to contact me at
780-400-4539 or via email at NSamycia@casaservices.org. We look forward to hearing from
you!
Sincerely,
Nadine Samycia