#DearTerry

The Terry Fox Foundation

860%

increase in donations

260%

increase in run registration

1.2

billion impressions

Send message

Send message

Send message

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.

Send message

Send message