Project Profile: EXTRA Life Edmonton Media Strategy
Project Owner:
Date:
Role:
Extra Life Edmonton & Stollery Children’s Hospital Foundation
2013
Media Relations, Publicity Strategy and Community Awareness
Extra Life Edmonton is a 24-hour gaming fundraiser that supports the Stollery Children’s Hospital through the Children’s Miracle Network. Entirely volunteer-run, the event brings together Edmonton’s gaming community to raise funds for pediatric care, research and life-saving equipment.
reVerb Communications joined the organizing team after the inaugural event to help grow its public profile and reach. At the time, participation ranged from 50 to 100 people. We led media relations, developed event messaging and created publicity strategies that connected the event’s gaming focus with its impact on local families through the Stollery.
Our efforts helped establish Extra Life Edmonton as a credible, cause-driven event. As of 2025, it has grown to fill the ice rink at West Edmonton Mall, attracting hundreds of participants and raising substantial donations each year. reVerb’s early communications support played a key role in building the foundation for long-term success.
