The Terry Fox Foundation has teamed up with Canadian actor Ryan Reynolds once again, and crafted a new slogan emphasizing Fox’s determination, in a new 2024 t-shirt and campaign.

The tagline for this year’s Terry Fox Run, which celebrates Fox’s unwavering determination and is featured on its t-shirts, is “#NoMatterWhat.” All proceeds for the shirts will directly support cancer research across Canada. The foundation partnered with Reynolds last year, and reported raising more than $1 million through the pre-sale of its 2023 t-shirt.

Vice president of marketing and communications at the Terry Fox Foundation Denise Dias says that each year, the foundation’s campaign theme and slogan aims to embrace a part of Fox’s legacy, to keep the creative work feeling cohesive, yet fresh and distinct.

“Terry’s relentless courage and determination continues to inspire people of all ages, backgrounds, and abilities and this campaign looks to pay tribute to that,” Dias tells strategy.

While the foundation aims to reach everyone in Canada, due to cancer’s prevalence and how many lives it touches, the organization has, in recent years, strived to make more of an effort to target people between the ages of 18 and 35, Dias explains. This is so people stay connected with the foundation after their school years.

But its overall goal remains reaching all Canadians and inspiring them to help fund cancer research.

“Our hope is that the ‘No Matter What’ campaign reminds Canadians of Terry’s strength, courage and perseverance, and inspires them to embrace this mindset in their own lives,” Dias says. 

“As part of our campaign, we’re posing the question to Canadians: what will you do to honour Terry’s legacy? Whether that’s running, fundraising, donating, volunteering or simply standing behind what Terry believed in: a world without cancer.”

No Fixed Address is behind the creative of this year’s campaign, while Agnostic handled PR. The campaign is a 360 multi-channel marketing strategy that includes PR, social influencers, website, paid and organic social, email marketing, SMS, print and OOH.

No Fixed Address, the foundation’s partner agency, worked with it on the 2023 campaign as well, which used the slogan “#DearTerry.”