Paradigm has been an instrumental part of the Ride for Karen team for more than 12 years. Through media relations and social media efforts, the team has donated their time to get more cyclists to register for the event and to raise more money. As cycling grows in popularity, every year it gets harder to carve out a niche for this event and capture our fair share of donations, but Paradigm’s excellent work has helped us to continually raise awareness, and motivate people to participate and donate. As an example, we have had people send us cheques as a direct result of TV segments that Paradigm coordinated. We would not be as successful without them.