Take Hold of Tomorrow
increase in donations
increase in run registration
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.
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.
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.