Running Through It: A Survivor’s Story Lights the Way Forward
Created by Broken Heart Love Affair, the latest Carry The Fire spot from The Princess Margaret Cancer Foundation tells the true story of a patient-turned-fundraiser and the progress his journey represents.
The Princess Margaret Cancer Foundation has launched the latest spot in its Carry The Fire brand platform.
Created in partnership with Broken Heart Love Affair, the campaign’s 60-second spot celebrates the advancements being made at Princess Margaret Cancer Centre, made possible by the shared determination of researchers, care teams, and donors.
The new spot highlights a true story of recovery and purpose. Diagnosed with Non-Hodgkin Lymphoma in 2022, Brandon Throop underwent innovative treatment at The 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 Foundation.
Starring and narrated by Throop, and set to Seven Nation Army performed by Ely Eira, the 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. 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.”
“With every breakthrough, we move closer to a world free from the fear of cancer,” said Melanie Johnston, Chief Marketing Officer at The Princess Margaret Cancer Foundation. “This new chapter in the Carry The Fire campaign celebrates the momentum we’re building — and encourages people to join us in accelerating it.”
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. Bright, optimistic headlines like “A HA!” “BRIGHTER” and “EARLIER” lead into facts — such as the development of a liquid biopsy that detects cancer earlier, the fact that they discovered stem cells paving the way for bone marrow transplants, and The Princess Margaret’s distinction as the only hospital in Canada treating all 200+ types of cancer.
“Brandon’s story is the perfect expression and hits at the heart of the Carry The Fire platform,” said Todd Mackie, Partner & Chief Creative Officer, Broken Heart Love Affair. “He carries the fire for all those facing Cancer. What he has endured, overcome and accomplished is inspirational and telling his story was a privilege.”
The campaign launches on October 20 and will run across Ontario through year-end, supported by a full 360° media plan 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.
About The Princess Margaret Cancer Foundation:
The Princess Margaret Cancer Foundation is Canada’s largest cancer charity. We’re dedicated to raising funds for Princess Margaret Cancer Centre, one of the world’s leading cancer research and treatment centres, known for its breakthrough discoveries that transform patient outcomes. Together, we Carry The Fire for cancer patients everywhere in our mission to create a world free from the fear of cancer. Through philanthropy, fundraising events, and our world-leading lottery program, we’re changing how the world understands, prevents, diagnoses, and treats cancer, benefitting patients at The Princess Margaret, throughout Canada, and around the world.
About Broken Heart Love Affair:
Named one of Ad Age Best Places to Work 2024, ADCC Scarlet Letter Small Agency of the Year 2024, Strategy’s Bronze Agency of the Year 2024 Small Agency of the Year 2022, Ad Age Silver Newcomer Agency 2021, and Campaign’s Mightiest Start Up 2021, Broken Heart Love Affair is a global brand agency that gathers the most decorated talent on a mission to bring back the love for brands, clients, and the creative community. The agency’s roster of category-leading client partners includes Dairy Farmers of Ontario, Destination Ontario, Drake International, GoRVing, Humber Polytechnic, In The Raw, Kruger Products, Lactalis, Levelwear, Parkinson Canada, Roots, Royal Ontario Museum (ROM), The Princess Margaret Cancer Foundation, The Rec Room, World Vision and more.
Credits:
Brand Platform: Carry The Fire
Client: The Princess Margaret Cancer Foundation
Chief Marketing Officer: Melanie Johnston
Associate Vice President Marketing, Brand & Giving: Karen Ming-Sun
Creative Director: Mark Rawlinson
Marketing Manager: Emma Tushinski
Senior Marketing Coordinator, Brand & Digital: Ashley Mahase
Agency: Broken Heart Love Affair
Partner, Chief Creative Officer: Todd Mackie, Carlos Moreno, Denise Rossetto
Partner, Chief Strategy Officer: Jay Chaney
SVP, Strategy: Kristy Pleckaitis
Creative Director: Dan Bache, Andrew Bradley, Kara Wark
Art Director: Dan Bache, Kara Wark
Copywriter: Andrew Bradley
SVP, Senior Business Lead: Melissa Tobenstein
Group Account Director: Maegan Thomas, Jules Sylvestre
Account Supervisor, Brand Lead: Sweetha Mahendran
SVP, Executive Producer: Erica Metcalfe
Senior Producer: Ann Caverly
Producer: Alexandra Kotschorek
Designer & MAC Artist: Neil Watson
Production Company: Felon
Executive Producer/MD: Sasha Bevka
Executive Producer: Spencer Houghton
Director: King She
Director of Photography: Andrey Nikolaev
Line Producer: Amy Prickett
Production Designer: Flora Yin
Costume Designer: Vanessa Popoli
Editorial Company: Outsider Editorial
Executive Producers: Kristina Anzlinger, Kayan Choi
Editor: Chris Murphy
Assistant Editor: Malavika Anupraj
Producer: Kelsey Dale-McGrath
Colour, VFX & Finishing: The Vanity
Colourist: Andrew Exworth
Executive Producer: Katie Methot & Stephanie Pennington
Lead VFX Artist: Naveen Srivastava
VFX Artists: Michael Medeiros, Noah Matikainen, Adam Silcox-Vanwyk, Greg Avery, Scott Olthoff, Andrew Farlow
Audio House: TA2 Sound+Music
Audio Director: Steve Gadsden
Voice Director: Andrew Bradley
Music Supervisor/Director of Licensing: Christine Leslie
Track: Seven Nation Army performed by Ely Eira
Executive Producer: Dana Gadsden
Engineers: Andrew Fumerton & Ken Lo
Sound Design: TA2 – Tae Sax & Ken Lo
Voice Over: Brandon Throop
Music by Human
Managing Director/Global EP: James Dean Wells
Music Producer: Nicole Riolo
Composer: Seth Fruiterman
Mixed by Post Human
Post Producer: Rob Suchecki
Sound Design and Mix: Justin Sloan
Media Agency: Havas Media Canada
VP, Client Experience: Kiera Yeates
Manager, Strategy: Raghav Budhraja
Coordinator, Mx Planning: Sara Dhume
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