The aim of the research in this thesis was to describe the motivations and health practices of participants in the Victoria Canadian Breast Cancer Foundation Run for the Cure, a mass physical activity charity event, and follow them forward approximately two andeight months post-event. Physical activity events are now established as part of nonprofits' repertoire of fundraising tools. These types of events can serve as a venue for ‘moving people to trial’ as they attract large numbers and foster mid-intensity participation in a non-competitive and fun environment. Understanding participants’ motives for and experiences in fundraising events can help to enhance the event for both the organization and the participant. Participants in this study were recruited through the Canadian Breast Cancer Foundation’s database of registrants in the 2012 Victoria Run for the Cure. Sixty-four participants completed an online survey gathering demographic, motivation, and health information. Subsequently, twenty-four of these individuals agreed to undergo fitness assessments at two and six months post the event, complete physical activity and healthy eating motivation questionnaires and be interviewed. At T1 participants were not meeting physical activity guidelines and heavier than the average resident in the region. Scores from fitness levels were maintained from two months to eight months post-event, but increased levels of intrinsic motivation for physical activity (Z = .047, p < 0.05), and decreased levels of identified motivation for healthy eating (Z = .036, p < .05) were found. When looking at interview data, factors that largely guided initial event participation involved altruism, reciprocity, and self esteem. The fostering of autonomy and competence and providing a sense of belonging as a result of participation, helped to maintain commitment for both event participation and physical activity after the event. This research supports the notion that ‘fun runs’, provide an ideal environment to provide a context for health behaviour change at the population level, when SDT constructs and intrinsic and identified regulation are supported, especially for those not currently meeting health guidelines. The study offers practical and feasible strategies for the CBCF and other similar organizations to enhance its mandate, and to promote health and prevent disease. / Graduate / 0350 / 0523 / kemoncks@uvic.ca