The Terry Fox Foundation


increase in donations


increase in run registration


billion impressions

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The Problem

With an aging fan base, the Terry Fox Foundation needed to establish a place within the hearts and minds of Canadians between 18-25 to inspire the next generation of Terry Fox supporters.

The Insight

Self-expression is essential to Gen Z and Millennial audiences. We needed to modernize the brand and shift away from nostalgia by leaning into Terry’s ethos.

How We Got to the Future Faster

I’m Not a Quitter:

In partnership with world-famous Canadian artist Douglas Coupland, we launched a limited edition shirt. Galvanizing support and participation from more than 25 Canadian celebrities.

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