Campaign details
Brand: The Terry Fox RunBrand owner: The Terry Fox FoundationLead agency: Grip LimitedCountry: CanadaIndustries: Charities & voluntary organisationsMedia channels: Online video, Outdoor, out-of-home, Radio & audio, Social media, TelevisionBudget: No budget
Executive summary
Zero dollars in media budget. Millions of people reached. Millions of dollars raised.
The Millions of Followers campaign re-inspired Canadians with a decades-old legacy by taking the modern-day prevalence of social media and strategically subverting it. Terry Fox had 0 likes, 0 posts, 0 shares – but millions of followers.
Terry began...