There is something unique about Windsor, Ontario—Canada’s most southern city. Situated on the Detroit River, it has commonalities with its across-the-water neighbor. Windsor and Detroit are both rooted in the automotive industry and have a heavy working-class population.

With Canadian and Midwest influences, Windsor’s grit is frosted with friendliness. Windsorites can more than handle themselves, however, they will always lend a hand to someone in need. For example, Windsor helped fuel Detroit’s rum-running operations during Prohibition. How kind!

Nobody knows the Windsor attitude better than Marty Hogan and his friends. A Windsor native who now resides in Chicagoland, Marty turned to his hometown when he was diagnosed with leukemia. His network rallied around him and shared a single sentiment.

“If you were from another city it would be different, but you’re Windsor tough,” they told him.

Immediately, “Windsor Tough” became Marty’s mantra throughout treatment and recovery. Hundreds of people sported “Windsor Tough” bracelets to support Marty, turning the mantra into a campaign.

To attack the cancer head-on, Marty’s doctors recommended a bone marrow transplant—a very challenging process. He was one of the 70% of patients who did not have a direct familial match and had to search for an unrelated donor. Unfortunately, Marty’s team could not find a match they felt comfortable using and resorted to daily chemotherapy.

“I was fortunate,” Marty said. “Eventually, I started to respond to chemo and get good results. But it took three-and-a-half years of chemo to become cancer-free.”

Not everyone has Marty’s results, however.

Unfortunately, there are race discrepancies in matching. Being white, Marty’s chances of finding a match were high (79%). Other races don’t have statistics in their favor, however. Indigenous Americans are 60% likely to find a match, Hispanic and Latino patients have a 48% chance, AAPI patients have a 47% chance and Black patients have a 29% chance of finding a donor match.

Navigating the system as a patient himself, Marty knew the challenges his peers were up against and wanted to do something to help. At the same time, his Windsor Tough mantra had become bigger than himself—he had to take advantage of the positive momentum.

“My wife Whitney and I were saying how many people do not know they can donate bone marrow or stem cells,” he said. “Most people aren’t even aware of what bone marrow or stem cells are.

Windsor Tough is born

Marty and Whitney knew there was a way to raise awareness and add more people to the international donor registry—the resource Marty used to find his donor.

“For many people, a bone marrow transplant is their silver bullet,” he said.

As Marty and Whitney got the ball rolling, they kept quiet about their new project. They wanted to ensure everything was in place before sharing their plans.

“We didn’t know if it would come to fruition.”

It did, and finally, Marty and Whitney’s networks were introduced to their yet-to-be-named effort.

“Everyone right away said you have to call it Windsor Tough,” Marty said.

Windsor Tough was born. A nonprofit organization, Marty and Whitney work with the National Marrow Donor Program (NMDP, formerly Be the Match) and Canadian Blood Services to administer swab kits to people at events.

“It’s such a simple, easy thing to swab your cheek and be added to this international registry where you can be someone’s final, final hope,” Marty said.

Marty even gets to witness the registry grow in real time.

“I get notifications when people swab their cheek, which is amazing.”

Growing the registry on a runway

To help Windsor Tough go from idea to reality, Marty reached out to Twist Out Cancer Founder and CEO Jenna Benn Shersher. If anyone knew how to build a mission organically, it was Jenna.

“I sent her our website before I sent it to anyone else. Immediately, she said, ‘We have to get on a call; I want to hear all about this, how can we help?’”

The call was helpful to Windsor Tough and also reassured Marty as he moved forward in his nonprofit journey.

“She said, ‘Trust me, in the early stages it was not what you see now,’” Marty said. “Since then, I’ve been leaning on her expertise and guidance.”

Jenna has also held up her promise to help the new organization. In September, Marty and Whitney are bringing Windsor Tough to Runway of Resilience, Twist Out Cancer’s first fashion show. At the event, Windsor Tough will host a booth where people can swab their cheeks and join the international registry onsite.

“Everyone has been so willing to help, which is awesome.”

The one-night event brings together fashion designers and individuals touched by cancer—all past participants in the Brushes with Cancer program. That includes Marty.

“Jenna said we need models, especially male models,” Marty said.

It’s another role Marty gets to add to his Twist Out Cancer experience. Previously, he was a Brushes with Cancer program Inspiration and currently serves on the organization’s advisory board.

“I was like ‘Why are you looking at me right now? This is totally out of my comfort zone but if you need models, I will do it.’”

Click here to purchase your tickets to Runway of Resilience.