Terry Fox Foundation begins campaign
By Derek Winkler
The Terry Fox Foundation, a charitable organization that raises funds for cancer research, has begun a new brand campaign called “Finish It.” The initiative highlights the work done by the foundation and the Terry Fox Research Institute. The campaign, timed to coincide with World Cancer Day, includes a two-minute video which depicts a crowd of other runners joining Fox on his 1980 “Marathon of Hope” run. It consists of broadcast, theatre, social media and out-of-home advertising. The campaign also introduces new branding for the organizations, including updated logos, colours and typography. The initiative was developed by Diamond. Public relations are being handled by Agnostic, with media work by Cairns Oneil, digital work by Scratch and French-language social media support from Oui L’Agence.
“‘Finish It’ is the culmination of a journey that has been years in the making and marks a revolutionary shift in the brand tone of one of Canada’s most iconic charitable organizations,” said Denise Dias, chief marketing and communications officer at the foundation. “Our new brand platform harnesses the same bold and courageous commitment to finishing cancer that Terry demonstrated on his Marathon of Hope.”