2024 Winner

To revitalize Terry Fox’s legacy and encourage people to participate in the annual run, the Terry Fox Foundation created the “#DearTerry” campaign, alongside No Fixed Address. The team unearthed and recreated heartfelt letters to Fox from his fans and also crafted a signature font from the handwriting of real Canadians. Ryan Reynolds and other celebrities endorsed the campaign, boosting sales of t-shirts that adorned the supportive messages and raising $1.2 million. The letters were transformed into various media formats, resulting in a 260% increase in run registrations and over $25 million raised for cancer research. The campaign experienced 1.2 billion impressions, 1,300 media hits and increased social media engagement.

Credits

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

Agency: NFA
Creative
Reid Plaxton, Sr. Art Director, NFA
Allegra Wiesenfeld, Sr. Copywriter, NFA
Meriç Karabulut, ACD Design, NFA
Kelsey Horne, Chief Creative Officer, NFA
Alexis Bronstorph, Chief Creative Officer, NFA
PR/Accounts
Erin Banting, Vice President PR, NFA
Gabie D’Agrosa, Account Director, NFA
Mackenzie Biddie, Associate Director, NFA
Lindsey Hutchins, Account Executive, NFA
Nick Wong, Account Executive, NFA
Rachael Collier, RCPR
Production
NFA Studio - M&H
Matthew Senra, Graphic Designer, m&h
Franco Piane, Production Lead, m&h
Website
Scratch Marketing
Razi Saju, Digital Director
Zahra Paliwalla, UI/UX developer
Desiree Beaubien, Senior Designer
Jessica Doutsas, Project Manager