Brandon Throop was diagnosed with Non-Hodgkin Lymphoma in 2022 and underwent innovative treatment at Princess Margaret. Despite the toll it took on his body, the lifelong runner set a new goal: to run the 2023 TCS Toronto Waterfront Marathon in a hospital gown. In the process, he raised more than $120,000 for the Princess Margaret Cancer Foundation.

“His story embodies the optimism we strive to share – a reminder that even in the face of uncertainty, there is reason to believe that we can create a world free from the fear of cancer,” Melanie Johnston, CMO at the Princess Margaret Cancer Foundation, tells strategy. “For many, the challenge of improving cancer outcomes can feel overwhelming. But Brandon’s story shines a light through that darkness. It’s a powerful reminder that a future free from the fear of cancer is within reach – thanks to the world-leading scientists, clinicians and researchers at The Princess Margaret who are transforming what’s possible in cancer care.”

Throop’s story is being told through the foundation’s latest spot in its “Carry The Fire” platform, which was created by Broken Heart Love Affair. The campaign launched on Oct. 20 and will run across Ontario through year-end, supported by a full 360-degree media plan created by Havas Media Canada. Channels include broadcast, cinema, streaming, digital and connected TV, digital and traditional out-of-home, social and print. Seasonal donation moments like Daylight Savings and Giving Tuesday will be supported with contextual creative across platforms to drive awareness and donations.

“The media plan has been relatively consistent, although we are increasing our video support this wave with digital OOH and cinema,” Johnston says.

The television campaign is supported by out-of-home and digital creative that spotlight tangible proof points of the progress made possible by The Princess Margaret, Johnston adds. Headlines like “A HA!” “BRIGHTER” and “EARLIER” draw viewers into details on the development of a liquid biopsy that detects cancer earlier, the discovery of stem cells that paved the way for bone-marrow transplants and Princess Margaret’s distinction as the only hospital in Canada that treats all 200-plus types of cancer.

Narrated by Throop and set to a version of “Seven Nation Army” performed by Ely Eira, the video spot uses visual storytelling and a light-driven aesthetic to signal a shift in tone, away from fear and toward optimism.

“When I was diagnosed with cancer, I wanted to run from it,” Throop says in the spot. “Instead, with the treatment I received from the Princess Margaret, I got to run through it.” From hospital halls to city streets, Throop is seen running in his hospital gown with each step breaking through darkness into light. By the final scene, he’s running in full daylight, having reached his goal of running the marathon. The spot ends with a simple call to action: “Donate to help us bring light to the darkness of cancer.”

Throop’s story is the latest in the foundation’s “Carry The Fire” platform. In May, Princess Margaret and Broken Heart Love Affair released a 60-second spot featuring Anthony Machado, who died from a recurrence of liver cancer before getting his chance to participate in the Ride to Conquer Cancer. Through narration, his mother Hilda details her chance meeting with Wil, a cyclist whom she met in a coffee shop, who went on to purchase Anthony’s bicycle with a promise to fundraise in his honour. Wil has participated in the Ride to Conquer Cancer 14 times since.

“Brand tracking research shows that the campaign is breaking through,” Johnston says of the latest iteration. “The hopeful and optimistic tone of the campaign is demonstrating to people that real, meaningful progress is being made in improving cancer outcomes, and this wave of the campaign was designed to further emphasize that. We are featuring Brandon’s story as proof of successful outcomes, and we are showcasing the significant breakthroughs that have occurred at The Princess Margaret through digital, print and OOH ads that highlight key discoveries and advancements that have been made.”