In 1980, Terry Fox’s Marathon of Hope united Canadians in a country-wide movement to end cancer. Forty-five years later, the Terry Fox Foundation and Research Institute are uniting Canada’s top minds in cancer research to help end cancer through the Marathon of Hope Cancer Centres Network (MOHCCN). The network marks a new era for cancer research and is reflected in the new joint brand platform called “Finish It,” the foundation says.

“’Finish It’ is the culmination of a journey that has been years in the making and marks a revolutionary shift in the brand tone of one of Canada’s most iconic charitable organizations,” says Denise Dias, chief marketing and communications officer for the Terry Fox Foundation. “Our new brand platform harnesses the same bold and courageous commitment to finishing cancer that Terry demonstrated on his Marathon of Hope.”

The new brand platform launched on World Cancer Day (Feb. 4) with a short film that debuts an adaptation of the song Courage by The Tragically Hip. The film leverages special effects technology to replicate archival footage of Terry Fox on his Marathon of Hope in 1980.

The film premiered across Canada on CTV’s Your Morning and then at the “Finish It” launch event at TIFF Lightbox in Toronto. The event included cancer scientists, patients impacted by MOHCCN, members of Terry’s family and appearances from Patrick Downie, Gord Downie’s brother.

The brand platform is also accompanied by a new visual identity for both organizations. Adjustments have been made to the logos, brand colours and typography.

“‘Finish It’ aims to capture the spirit of what Terry did in 1980,” Dias adds. “Terry wanted every Canadian to be a part of his Marathon of Hope, and this is a labour of love powered by the same determination, generosity and collaborative spirit that defines our country.”

The campaign includes broadcast placements, social and OOH, with the film also airing at Cineplex, in-game at Scotiabank Arena, and during CTV’s broadcast of the Super Bowl pre-game show. Diamond led the platform’s creative, Agnostic led public relations, Cairns Oneil facilitated the media buy, Scratch supported on digital and Oui L’Agence managed French-language social.