The What:

Create and promote a grass-roots fundraiser for Roswell Park Cancer Institute.

And How:

Mitch Flynn combined his enthusiasm for bicycling with his membership on the Institute's volunteer board, The Roswell Alliance, to create and chair an event that has raised more than $2,000,000 since its founding in 1996. Flynn & Friends did complete creative and marketing planning and implementation for the event, which won the agency a Best of Show award from the local chapter of PRSA in 1997.