side by side for als

For 30 years, Betty’s Run for ALS was more than an event—it was an annual community connector anchored by her story. Over time, however, awareness of Betty’s story began to fade while similar walks across Alberta operated under different names and banners. This created fragmentation, confusion, and duplicated costs for the Society that could no longer be ignored.

To unite the individual communities under a stronger shared identity, we dove headfirst with the ALS team to rebrand. Guided by principles of partnership, support, hope and togetherness, Side by Side for ALS was created, reframing the event as a province-wide movement: one cause, standing together against ALS.

This was never about leaving the past behind. It was about carrying it forward, side by side.