Baycrest

Taking to the ice for a great cause Scotiabank Pro-Am for Alzheimer's goes national An innovative Baycrest hockey fundraiser launched in Toronto in 2006 with an ambitious goal to "Stick it to Alzheimer's" is now becoming a national event, taking the Baycrest name across Canada and raising more than $16 million for Alzheimer's disease research and care. Sponsored by Scotiabank, the tournament expanded to Edmonton in 2010, Calgary in 2011, and is expected to arrive in Ottawa and Vancouver in 2012 and Montreal in 2013. Gaining support and awareness nationwide and beyond is central to Baycrest's new vision to become the global leader in aging and the brain. "Baycrest's history has been marked by unique ambition, remarkable accomplishment and unrivalled leadership in our field," says Dr. William Reichman, president and chief executive officer of Baycrest. "Our new strategic plan, The Next Generation of Baycrest, includes rethinking our current business model and finding new, creative ways to bring in revenue so that we do not merely survive, but really thrive and instill a legacy that is national and global in scope. The Scotiabank Pro-Am for Alzheimer's is one excellent example of that reinvigorated business model at work." "The Scotiabank Pro-Am combines our love of hockey with the fight against Alzheimer's disease and related disorders – a health concern affecting half a million Canadians and their families, and, as our population ages, many more will be affected," says Duncan Hannay, senior vice-president of Canadian Marketing at Scotiabank. "We believe very strongly in supporting the communities in which we live and work, with a focus on initiatives that are important to our customers and employees." Corporate Partnerships Association Partnerships Scotiabank came on board as the Pro-Am title sponsor in 2008, recognizing the potential of associating its brand not only with Baycrest, but with such an innovative event. Beyond supporting the Pro-Am's national expansion, the partnership has enabled Baycrest to reach a new donor base through Scotiabank's in-branch marketing initiatives. Association partnerships have also been vital in helping grow the profile and reach of the event. The unique relationship with the NHL Alumni Association is the reason a roster of hockey stars is lacing up for the fight against Alzheimer's disease. Those players, and the chance to skate and stickhandle with them, drive the impressive fundraising numbers year over year. continued on page 28 2010/11 Baycrest and Baycrest Foundation Annual Report 27

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