One Coffee: Denise Dias, Marketing and Communications Leader, Terry Fox Foundation

By: Sarah Crabbe

In a year marking the 45th anniversary of Terry Fox's Marathon of Hope, I had the privilege of sitting down with Denise Dias, who oversees marketing and communications at the Terry Fox Foundation. We talked about managing one of Canada's most beloved brands, launching a bold new platform called "Finish It," and what it takes to honour a legacy with a deeply personal connection to Canadian identity, while driving toward the future.

SC: Tell us a little bit about your role at the Terry Fox Foundation.

DD:  I have the great privilege of leading marketing and communications at the Terry Fox Foundation. In this role, my incredible team and I are responsible for bringing Terry’s story and mission to life through impactful campaigns, programs, and community activations. We work closely with Terry’s family to ensure that everything we create that carries his name, image, or likeness remains authentic and true to who Terry was, both as a person and as a national hero.

SC: This year marks 45 years since the Marathon of Hope. What was your mindset approaching such a significant anniversary?

DD: Coming off two record-breaking years at the Foundation, the anticipation was intense, and the stakes were high. How do you top campaigns that already exceeded every expectation? I’ve worked on major milestone anniversaries for other iconic brands, and I know they can be hit or miss. So, I was initially skeptical. Every year is a great year to honour Terry, what would make the 45th so different?

Everyone at the Foundation told me, “Just wait, you haven’t been here for an anniversary yet.” And they were absolutely right.

It’s not like a corporate anniversary where the public may not care. This is the anniversary of a truly historic Canadian moment – one that continues to inspire generations. Now, nearly halfway into the 45th anniversary year, I can say: it’s like any other Terry Fox year, but amplified. Supercharged. The emotion, the energy, the engagement – everything has been taken to another level. People care. Deeply. And being a part of that has been extraordinary.

SC: How much responsibility do you feel as a steward of Terry Fox as both a person and a brand?

DD: For me, it’s always about finding ways to surprise and inspire, whether that’s through an untold story, a powerful quote, a rare photo, or a fresh perspective. It's finding ways to continue telling Terry's story through different lenses that people might not have considered before. Everyone knows the iconic images of Terry running and the highlights of the Marathon of Hope, but there are so many layers to his story that remain unexplored from a marketing perspective.

What did the years leading up to the Marathon look like? What did it take to mentally and physically prepare? What were his daily rituals on the road? These are the details that can make a legend feel human.

Of course, it’s a huge responsibility to work on one of Canada’s most beloved brands, especially one that’s deeply ingrained in our national identity. But getting to play with it. Evolve it. Celebrate it. It’s such an honour. And honestly, it’s so much fun.

SC: This year you launched a completely new brand platform called "Finish It." What communication challenge did you want this to address?

DD: I knew the brand needed to be unapologetically bold – just like Terry. I’ve always said Terry was a total badass. People have this sense that when someone's a historical figure, they become saintly, but he was actually tough as nails. He had grit, attitude – he was a real person with incredible mental strength and willpower that I don't think had been presented in that way.

That’s the spirit we’ve leaned into over the past few years with campaigns like “I’m Not a Quitter,” “Dear Terry,” and “No Matter What.” That relentless perseverance doesn’t just speak to cancer patients—it speaks to everyone. Because we all face challenges and we all have something we’re fighting for.

But a big part of our creative brief was also about looking forward. How do we honour Terry’s legacy without keeping people anchored in 1980? “Finish It” became our way of reframing the story, not just what Terry did, but what we must now do. It’s a call to action: How do we carry his mission across the finish line? How do we fund the research that will finally end cancer, the very thing Terry set out to do?

SC: Why did you feel the time was right for this shift in tone, particularly around cancer research?

DD: We’re at a unique moment in time for cancer research. We have made more progress in the past five years than in the previous 50. Collaborations like the Marathon of Hope Cancer Centres Network, the rise of big data, AI, machine learning, and a culture of nationwide data sharing are all converging to find answers that will help solve the 200+ cancers we know today. 

When we talk about “finishing It,” we’re not necessarily talking about a magic-bullet cure. We’re talking about better prevention, earlier diagnoses, more targeted and effective treatments, and improved outcomes. It’s about finishing the fear around a cancer diagnosis.

SC: Tell me about the collaboration with The Tragically Hip and how that amplified this moment.

DD: The timing was perfect and completely accidental. When people were craving something deeply Canadian and a powerful moment to solidify our identity and pride as Canadians, it doesn't get more Canadian than Terry Fox and The Tragically Hip airing during Hockey Night in Canada.

We had explored using different renditions of "Courage" by The Tragically Hip, but nothing was landing until we heard this stripped-back version of the original song with the vocals isolated. Everyone immediately knew that was the right move. Instant goosebumps. There's something so haunting and beautiful about hearing Gord Downie's voice that way against the imagery of Terry running.

The Hip are incredible partners. They donated all their music licensing fees to the Foundation and have been generous and wholehearted supporters of Terry’s legacy and the cause.

SC: This has been an incredibly busy year with numerous launches and announcements. How do you manage that momentum while ensuring each initiative gets proper attention?

DD: It's a careful balancing act of making sure things are thoughtfully and appropriately scheduled in the calendar with enough breathing room between them. We look at what we're doing on a national scale versus what we're doing at a local level. Some local announcements and special events, like the Terry Fox Run on Confederation Bridge, create a huge regional splash that sparks a ripple effect across the country.

When you have a jam-packed year of exciting programming, strategic pacing and hyper-targeted outreach become even more important. That way, everything feels intentional, well-timed, and aligned with the audiences we’re trying to reach.

SC: What's the biggest leadership lesson you've learned in this role?

DD: This is a uniquely complex role, with many different stakeholder groups to consider, including two separate boards, various committees, Terry’s family, a national staff team, and an incredibly passionate network of volunteers spread across the country. One of the biggest lessons I’ve learned is the importance of bringing these groups in early, and at the right time. When people feel included and excited, they’re far more likely to be aligned and committed throughout the creative process.

At the same time, you have to be brave enough to stand your ground. With so many voices at the table, you’re rarely going to get unanimous agreement and alignment, especially when working with a brand as beloved and iconic as Terry Fox. In those moments, it comes down to trusting your instincts and having confidence in your decisions – even when it’s hugely nerve-wracking. I’m still mastering that delicate balance between collaboration and conviction.

SC: What keeps you up at night?

DD: This idea of "how am I going to top this?" People ask me that at least twice a week. I've never been in a role before where that question is so constant and so public. The success has been incredible and deeply rewarding, and keeps me always thinking: what's going to come next that will resonate  just as powerfully?

SC: One word to describe your leadership style?

DD: Impactful.

SC: What brand's marketing do you most admire?

DD: Lego. I have two kids and I'm immersed in the Lego world. I'm always impressed with how they build community, encourage creativity and social sharing. Their loyalty program is amazing, and they always do cool collaborations perfectly timed with major launches.

SC: What's the one thing you look for in an agency partner?

DD: Trust. Especially when you're dealing with really sensitive or confidential information, you need to know that your agency is fully trustworthy.  The right agency partner will treat top-secret materials with discretion, act as a true sounding board, and always prioritize the client’s interests above all else.