Finish It

Client: Terry Fox Foundation

In 2025, the Terry Fox Foundation marked the 45th anniversary of the Marathon of Hope with a renewed mission: to unite cancer organizations across Canada and inspire unprecedented donations and registrations. To launch the milestone year, the Foundation created a strategic partnership with MLSE and Rogers Sportsnet to seize a powerful cultural moment, the final regular-season home game between the Toronto Maple Leafs and Montreal Canadiens. Choosing unity over rivalry to rally fans in-arena and nationwide.

Through this partnership, the campaign debuted an inspiring two-minute “Finish It” film during the game, supported by a 30-second broadcast spot, in-arena integrations, and a live interview with Terry’s brother, Fred Fox. Digital and social extensions across Terry Fox Foundation and Sportsnet channels amplified engagement, driving viewers to donate and register. The result was the most successful run launch in Foundation history: a 45% increase in total donations, a 25% lift in registrations year over year, and significant growth in merchandise sales, proving the enduring power of Terry’s story to unite Canadians for a common cause.