Finish It 

Overview

In launching the Terry Fox Foundation’s bold new platform and brand film, Finish It, earned became the channel that would need to catapult the organization’s ambition to the forefront of Canadian minds.

We were tapped to build a PR plan that would connect with a variety of media across the country and engage Canadians in a revitalized conversation that shone a light not only on Terry’s story but on the life-saving research that’s being made possible through the Foundation.

We examined the strategy behind  ‘Finish It’ to identify the storytelling angles that would drive conversation and capitalized on the emerging conversation surrounding Canadian pride coinciding with our launch. We built a robust outreach strategy with layered story angles to reach all target media. The campaign was a record-breaking success generating over half a billion impressions for the organization (surpassing our target by 150%) emphasizing the impact of the Foundation and driving a 900% increase in website traffic.