Terry Fox Foundation: Integrated Campaign Including Launch of Canadian Fundraising Technology First Led to 25% Year of Year Donation Increase
In addition to fundraising campaign, Grip Limited, part of the Dentsu Aegis Network, works with one of Canada’s most beloved non-profits to launch powerful new Terry Fox Run registration campaign
TORONTO, ON – October 2, 2018 – The Terry Fox Foundation turned the team at Grip Limited when looking to engage new and existing support through a powerful and impactful campaign around registration and fundraising for this year’s Terry Fox run.
“To drive awareness for this year’s run, the Terry Fox Foundation and Grip sought to modernize the courage, selflessness and determination that made Terry an icon during the original Marathon of Hope in 1980,” said David Crichton, Partner, Grip Limited. “This year’s Terry Fox run registration campaign is a sort of tongue in cheek look at how we place value on social media engagement – something that did not exist in Terry Fox’s lifetime, yet he had millions of what we would today refer to as “organic followers” across the country. We’re also proud to introduce a Canadian first in fundraising with the “Tap Terry Forward” campaign.”
Grip Limited worked with payments company Square and the Terry Fox Foundation to launch the tap-to-donate billboard. For the first time, Canadians could tap a billboard with their credit or debit card to support cancer research. With just a tap, those who donated literally helped a digital version of Terry Fox move across Canada, bringing us closer to his goal of finding a cure. Supporters could also participate online at TerryFox.org.
This year’s Terry Fox Run registration campaign – A Run Worth Talking About – combines archival footage while playing on today’s technology focused culture and how ubiquitous social media is as well as how it is so easily used to document the events of day to day life. The social media-disparaging spot say massive engagement online, receiving over 400k views in its first 48 hours as a result of organic support from thousands of Canadians, including Prime Minister Justin Trudeau.
Mr. Crichton added: “We wanted to turn the mirror on ourselves with this campaign and get people thinking about what we share on social media and how we attach meaning to engagement. Juxtaposing that to Terry Fox, a man who sparked a national movement before the digital age, reminds us of the meaningful impact he had, the legacy he left behind and how he continues to mobilize Canadians today.”
TV, Radio and out-of-home campaign elements contrast current social media behavior by showing that Terry Fox had 0 likes, 0 posts and 0 shares but had millions of followers. The campaign invites Canadian to “register for the run worth talking about”.
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About Grip Limited
Grip Limited is a full-service advertising offerings strategies, production and expertise in social media, mobile and CRM. The team of more than 150 people servicing clients across Canada and beyond are relentlessly focused on advancing brands. Grip Sound & Picture, the agency’s in-house production agency works to deliver integrated client solutions while setting new benchmarks in creativity and innovation. www.griplimited.com/about
About Dentsu Aegis Network Canada
Dentsu Aegis Network Canada Innovates the Way Brands Are Built for clients through best-in-class capabilities in media, digital, data and creative communications services. The network’s focus on the digital economy and the distinctive products and services are delivered through agencies Amnet, Amplifi, Carat, Cardinal Path, DentsuBos, dentsu media, D2D, GRIP, ICUC, iProspect, Isobar, MKTG, The StoryLab, Vizeum and 360i. As one of the top ten global Dentsu Aegis markets, the Canadian team is headquartered in Toronto and serves clients through a national network of offices in Vancouver, Calgary, Montreal, Saint John and Halifax with more than 1,400 dedicated specialists. www.dentsuaegisnetwork.ca
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