The Princess Margaret Cancer Foundation Rallies Hope with Survivor’s Powerful Marathon

​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 and 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.