The Princess Margaret Cancer Foundation

Ride to Conquer Cancer – Paid Media

As the lead graphic designer on the Ride to Conquer Cancer paid media campaign, I helped bring The Princess Margaret Cancer Foundation’s new “Carry The Fire” brand to life for the first fundraising event. This brand message symbolizes the enduring hope for a world free from the fear of cancer—a powerful theme that guided the emotional and visual tone of the campaign. One of the key challenges was introducing this new brand in a way that felt fresh yet aligned with the Ride’s legacy.

Collaborating closely with the marketing team and our copywriter, I designed a suite of compelling creative assets—including social ads, a Pinterest quiz ad, out-of-home (OOH) signages, and digital displays—that helped build awareness and spark conversation. The visuals were optimized to drive engagement across platforms, resulting in increased social interaction and a noticeable lift in campaign visibility. By maintaining visual consistency and storytelling across formats, I helped strengthen the campaign’s message and connect with a wider audience.