About This Project
Summary
The core of this campaign was a bold new platform for the Terry Fox Foundation, ‘Finish It’, that needed to captivate and reinvigorate conversation through PR at a historically quiet time for the organization. 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.
Goals & Objectives
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.
Results & Impact
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 TFF, 15 million organic views on social media and driving a 900% increase in website traffic.
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