2023 Winner

To engage younger Canadians to raise money for cancer, The Terry Fox Foundation launched “I’m Not a Quitter,” by No Fixed Address. The Foundation partnered with artist Douglas Coupland to modernize its brand and the design of its annual Terry Fox Run t-shirt. Canadian celebrities were encouraged to send the Foundation a photo of them wearing the t-shirt, which became the cornerstone of the campaign. More than 25 celebrities – including Michael Bublé, Alessia Cara and Sidney Crosby – did so at no cost. The shirt was also sent to fashion, lifestyle and fitness influencers, and outreach was made to fashion and celebrity magazines. All this, while Terry’s brother, Fred, did a national media tour. In ten days, the shirts generated the highest revenue for the Foundation, exclusive of the Run or large gift. Online fundraising increased by 126% and total revenue by 720% over 2021, going on to sell over 67,000 shirts in total. And 85% of shirt purchasers had never previously supported the foundation.

Credits

Client
Terry Fox Foundation
Denise Dias, VP, Marketing & Communications
Liam Hlynialuk, Marketing & Communications Coordinator
Melissa Johnstone, Digital Marketing Manager

Agency: No Fixed Address
Creative
Hayley McOstrich, Copywriter, NFA
Randelle Pogue, Art Director, NFA
Raine Calucag, Art Director, NFA
Dave Federico, Chief Creative Officer, NFA
Kelsey Horne, Chief Creative Officer, NFA
Alexis Bronstorph, Chief Creative Officer, NFA
Strategy
Charlotte Macgregor, Digital Strategist, NFA
PR
Erin Banting, Vice President PR,
Mackenzie Biddie, Senior Account Manager,
Sarah Hill, Account Executive,
Nick Wong, Account Executive,
Manasi Sohoni, Account Coordinator
Production
NFA Studio
Gavin Gillespie, Senior Production Artist
Chris Chi, Senior Production Artist
Angie Nishikihama, Proofreader
Sheila Jacklin, Senior Print Artist
Website
Scratch Marketing
Razi Saju, Digital Director
Melissa Johnstone, Digital Marketing Manager
Zahra Paliwalla, UI/UX developer
Desiree Beaubien, Senior Designer
Jessica Doutsas, Project Manager