2026 Winner

Despite near-universal awareness of Terry Fox, understanding of the Terry Fox Foundation’s role in funding cancer research remained limited, prompting a shift to bring its mission closer to Canadians and show how they can take part. The strategy repositioned Terry not as a legacy figure, but as a symbol of ongoing progress, framing a cure as something Canadians could help achieve now. Launched on World Cancer Day, “Finish It” was led by a hero film that brought Terry into the present using restored archival footage, AI and VFX, and set to an unreleased version of “Courage” by The Tragically Hip. A national PR rollout and cultural extensions, including a limited-edition vinyl, an Adidas collaboration and a children’s book, helped carry the idea into communities across the country. The result was a record year for the Foundation: donations rose 230%, awareness of its research role increased 14%, and half of Terry Fox Run participants were first-timers.

Credits

Client: Terry Fox Foundation

Denise Dias — Chief Marketing & Communications Officer
Melissa Woudstra — Digital Marketing Manager
Liam Hlynialuk — Manager, Marketing & Communications
Kris Wallace — Senior Writer, Marketing & Communications
Justine Moore — Designer, Marketing & Communications

Agency: Diamond
Josh Diamond — Partner / President
Peter Ignani — Chief Creative Officer
Jordan Cohen — VP, Group Creative Director, Copywriter
Mark Holden — VP, Group Creative Director, Art Director
Mark Graham — Head of Production, Video & Content
Lori Davison — Chief Strategy Officer
Rebecca Flaman — EVP, Client Partner
Erin Banting — Vice President, Strategy
Larissa Varga — Program Director, Enterprise
Evelyn Wong — Designer
Lorri MacDonald — Managing Director

Production Company: Scouts Honour
Mark Zibert — Director
Eric Kaskens — Director of Photography
Simon Dragland — Executive Producer / Producer
Rita Popielak — Executive Producer / Producer
Tricia Zaremba — Creative Research
Jordan Worth — Production Designer
Kate Day — Wardrobe Stylist

PR: Glossy
Shannon Stephaniuk —

PR Agnostic
Sarah Crabbe — President
Sherri-Lyn Brown — SVP, Consumer
Mackenzie Biddie — Associate Director
Jessica Hoffeldt — Senior Account Manager
Alex Wilcox — Account Manager
Ricardo Fartura — Account Executive

Casting: Jigsaw Casting
Shasta Lutz — Casting Director
Editorial Nimiopere
Graham Chisholm — Editor
Laura Corredor — Assistant Editor
Jenna Edwards — Executive Producer

Colour: Alter Ego Post
Wade Odlum — Senior Colourist
Daniel Saavedra — Assistant Colourist
Sabrina Salerno — Assistant Colourist
Sam Omand — Post-Production Coordinator
Spencer Butt — Producer
Genna McAuliffe — Senior Producer

Visual Effects, Online Tantrum Studio
Dominik Bochenski — VFX Artist
Victoria Holt — Executive Producer
Rebecca Mackillop — Executive Producer

Music & Sound: Walker
Sara Matarrazzo — Managing Director
Stephanie Pigott — Senior Executive Producer / Partner
Danielle Soury — Senior Producer
Jonas Bonnetta — Cover Arrangement

Song “Courage (for Hugh MacLennan)” — Courage (for Hugh MacLennan)
Performed by The Tragically Hip