Pitch Letter

October 21, 2013

To: Adam Sawatsky, Art & Lifestyle Nicole Benson
CTV News Vancouver Island Event Coordinator
1420 Broad St, Victoria, BC Phone: 250 888 1234
V8W 2B1 E-mail: nicole@rtm.ca
www.ridethemud.ca

Dear Adam Sawatsky,

On Sunday November 24th 2013, participants of the Ryder Hesjedal: Ride the Mud
cyclocross race will cycle through mud, climb obstacles and traverse the trails of Shawnigan
Lake School with Victorias own Ryder Hesjedal. All of this dirt and adrenalin is endured so
the children of the world have the Right to Play.

Ryder Hesjedal will host the event before taking to the course himself along side those that
want to brave the puddles and hills. Once the races have finished, all participants and
spectators are invited to attend the post race BBQ sponsored by Thrifty Foods and enter the
raffle to win a Specialized Crux bike (approx. $2000) donated by Oak Bay Bikes.
This first annual event is expected attract 50+ teams of four and hundreds of spectators.

The Right to Play Canada- Aboriginal Youth department has registered a co-ed team in the
under 19 category. The team members are local youth of the Songhees aboriginal
community.

With a target goal of $85,000 teams will raise funds for the charity Right to Play and relay
race the cyclocross course with their team of four for a chance to win top finisher prizes.

If you would like to know more about the event I am happy to meet with you to discuss
further details. I can be reached at:
nicole@rtm.ca
250 888 1234
www.ridethemud.ca

Otherwise I will be in touch later this week to hear your feedback.
Regards,
Nicole Benson, Event Coordinator
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News Release
October 21, 2013

Contact: Nicole Benson, Event Coordinator
Phone: 250 888 1234
E-mail: nicole@rtm.ca
www.ridethemud.ca

FOR IMMEDIATE RELEASE


FIRST ANNUAL RYDER HESJEDAL: RIDE THE MUD FUNDRAISER FOR RIGHT TO PLAY


Victoria, BC, Sunday November 24
th
, World famous and local Victoria Olympic athlete
Ryder Hesjedal will kick of the first annual Ride the Mud fundraiser for Right to play.
Vancouver Island cyclists will compete in teams of four through mud, over sand pits and
around obstacles in the first annual Ryder Hesjedal: Ride the Mud cyclocross race. Teams
will race relay style around the Shawnigan Lake School course starting at 9:00am for the
chance to win category, team and individual fundraiser prizes, while raising funds for the
charitable organization Right to Play.
Ryder Hesjedal will join the racers for the last lap of the course followed by a BBQ
donated by Thrifty Foods and a raffle to win Specialized Crux bike from Oak Bay Bicycles
estimated at $2000. Ryder says he is, thrilled to be helping such an amazing organization
[and is] stoked to get dirty on the course [as it] takes [him] back to his mountain biking
days.
Competing in the under 19 co-ed category is a team of aboriginal youth called Team
Swagger, of the Songhees people; this team was assembled by the Right to Play Canada-
Aboriginal Youth department. Abbey from Team Swagger said, I am so excited to get
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muddy and race and meet Ryder! Weve been training so hard for this and are really looking
forward to presenting the prize for top fundraisers.
Proceeds raised will be donated to the Right to Play organization. Right to Play is a
global organization that believes in the transformative power of play to educate and
empower children fighting adversity.
Cyclocross is a cycling sport; a hybrid between mountain biking and street cycling
ideal in the tempered weather of Vancouver Island with a growing following on the Greater
Victoria area. More than 50 teams and hundreds of spectators are expected at this mud
filled, thrilling event.


####
Questions regarding the event should directed to Nicole Benson, Event Coordinator,
250 888 1234, nicole@rtm.ca.




Contact:
Name: Nicole Benson
Address: 5555 1
st
Street
Victoria, BC, V8D 1A3
Cell: 250 888 1234
Email: nicole@rtm.ca
www.ridethemud.ca

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Backgrounder

Right to Play

Children around the world have the Right to Play. It has been shown that children with the
opportunity to play have advantages in terms of learning and health. Play helps to foster
physical, mental and social development. Right to Play has an important impact on the
community and the lives of children. They build peace through conflict resolution and create
partnerships with local and international companies (Right to Play, 2013).

Right to Plays goal is to teach children through play (Right to Play, 2013). In 2012, Right to
Play offered programs to help children in 19 countries and with pilot programs in Canada,
Norway and the United States (Right to Play, 2012). In order to advocate change, behavior
must be adapted and by introducing inspirational athlete ambassadors like Ryder Hesjedal,
this change comes quickly and enthusiastically. Through traditional and social media athlete
ambassadors bring awareness to Right to Plays causes while encouraging change at
programs and fundraising events.

Aboriginal Youth Program
In order to extend their reach even farther the Right to Play organization began the
Aboriginal Youth Program in Canada. This program is funded by the government and Right
to Play focuses on the specific needs of each community with emphasis on developing
essential skills in children through a Summer Sun Program, Hockey for Development
Program, Youth Leadership Program, After-School Program and Lacrosse for Development
Program (Right to Play, 2013). These programs have now extended to include outdoor
activity groups such as mountain biking and road cycling.

Ryder Hesjedal

Ryder Hesjedal is a local Victoria man with a passion for cycling. His Olympic medals in
mountain biking and winning the Giro dItalia in road cycling prove his determination and
drive for success (Cycling Archives, 2013). Ryder has a passion for philanthropy. He has
found many ways to incorporate his talent of cycling and his desire to help the less fortunate
of the world.
Ryder has been an athlete ambassador for Right to Play since 2006. In 2011 Ryder travelled
to South Sudan to help with a program. There he had a first hand look at how play can impact
the lives of children. It was then that he decided to make a difference and increase his time
dedicated to the organization and to help the non-profit organization reach its financial goals
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by creating a fundraiser of his own. By 2012 the event plan was complete and a date was set
for the first annual Ryder Hesjedal: Ride the Mud cyclocross team race fundraiser.

Cyclocross

Cyclocross is a cycling sport that combines road biking, mountain biking and obstacles
racing. It was established in the early 1900s in order for road cyclists to keep their fitness
year round (Big Shark Cycling Company, 2013).
The cyclocross season is generally October to February. A cyclocross course consists of road
and off road terrain, plus a variety of obstacles including mud pits, single track sections, river
crossings and man made barriers like steps ups. Often cyclists will dismount and walk their
bikes because of the in-passable hurdles. It is regular practice for the bike to be carried over
the shoulder while completing some of the toughest parts of the course (Big Shark Cycling
Company, 2013).























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References
Big Shark Cycling Company. (2013). Cyclocross. Retrieved 10 16, 2013, from Big Shark
Cycling Company: http://bigshark.com/articles/an-introduction-to-cyclocross-racing-
pg68.htm
Cycling Archives. (2013). Ryder Hesjedal. Retrieved 10 17, 2013, from Cycling Archives:
http://www.cyclingarchives.com/coureurfiche.php?coureurid=9918
Right to Play. (2012). Annual Report 2012. Retrieved 10 18, 2013, from Right to Play:
http://www.righttoplay.com/canada/news-and-
media/Documents/Right%20To%20Play%20AR2012.pdf
Right to Play. (2013). Home. Retrieved 10 18, 2013, from Right to Play:
http://www.righttoplay.com/canada/news-and-media/Pages/2012AnnualReport.aspx


7
Fact Sheet
Ryder Hesjedal: Ride the Mud

Ryder Hesjedal has crossed over from road cycling to the muddy side of cyclocross for
Victorias first cyclocross team fundraiser event.

Fundraising for Charity
Charity: Right to Play- helps children across the globe fight adversity through play and
exercise
Programs in 19 countries
Pilot programs in Canada, Norway and the Unites States
Ride the Mud fundraising goal: $85, 000
Approximate funds raised to date: $24, 520
Aboriginal youth section of Ride to Play Canada will have one team in the under 19 co-
ed race
This team was organized by the Right to Plays Aboriginal Youth Canada department

About the Race
Group ride with Ryder Hesjedal at 1:30pm
MC- Ryder Hesjedal
Participant BBQ donated by Thrifty Foods
Teams of fours; four leg relay style race
Location: Shawnigan Lake school trails, 1975 Renfrew Rd, Shawnigan Lake
Date: Sunday November 24th 2013
Time: Mens 9:00am
Womens 10:30 am
Junior 12:00pm
Onsite raffle: grand prize
Categories:
o Mens / Womens / Co-ed (as per oldest member)
o Under 19 (junior)
o 19-29 (adult)
o 30-44 (elite)
o 45+ (masters)
Prizes for top finishers per category
Prizes for top fundraiser individual, and team
Title sponsors:
o Garmin
o Cliff Bar
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o Oak Bay Bicycles
o Thrifty Foods
o Specialized

Contact
Nicole Benson, Event Coordinator
Phone: 250 888 1234
E-mail: nicole@rtm.ca
www.ridethemud.ca


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A fictitious media kit including a pitch letter, news release, backgrounder and fact sheet for a
non-profit cyclocross fundraising event created for Camosun Colleges Advanced
Communications course October 2013 written by Nicole Benson.