Coming out of a two year pandemic, Albertan’s were faced with “good deed fatigue” after going the extra mile at home, at work and in their communities. We wanted to reposition the Albertan bike ride for cancer not just raising money for a good cause and putting the focus on doing something amazing. 

 

More life is the greatest, loftiest of goals. This campaign is about connecting the desire for more experience - outdoors, with friends, among the natural world - with the desire of the community to seek more. MORE is a mantra, a blessing, a cause, an addiction. We say it with every pedal and push, with every log thrown on the fire, with every pill swallowed. We want more, we need more. We hope for more. We search for more. Being part of Tour Alberta is dedicating yourself to More Life.