#DearTerry

In 1980, to raise money for cancer research, Terry Fox ran across Canada. On one leg. He became an instant icon, inspiring a foundation, more fan mail than any other Canadian and an annual run in his honor. But over 40 years later, 70% of Canadians say they don’t have a personal relationship with the foundation today. The Terry Fox Foundation needed to inspire the country to keep running for Terry.

For the launch of this year's Terry Fox Run, we created the #DearTerry campaign, which reignited Canadians' love for Terry Fox with their own words. How? We dug up thousands of archival letters written to Terry, and transformed them into a campaign to inspire future generations.

#DearTerry invoked both new and renewed support for Terry Fox across Canada and beyond. Our call for messages garnered thousands of new letters from over 34 countries, which we turned into fresh campaign assets in the lead-up to the run. Not only did we get people writing to Terry, we got them running for him and raising money for cancer research.