2024
Dear Terry — Terry Fox Foundation
In 1980, to raise money for cancer research, Terry Fox ran across Canada on one leg, becoming an instant icon. But over 40 years later, how do you rally a country to keep running for him? To reinvigorate support for the annual Terry Fox Run, we dug up thousands of letters written to Terry and transformed them into a campaign to inspire future generations.
Using these archival letters, we designed a #DearTerry t-shirt in collaboration with Ryan Reynolds. In one month of pre-sales alone, proceeds from the t-shirt raised over $1.5 million.