In 2001, recognizing the need for better support and tools for younger people facing breast cancer, MJ DeCoteau founded Rethink Breast Cancer.
Now in its 25th year, Rethink Breast Cancer is celebrating its legacy of educating, empowering, and advocating for those affected by the disease, while preparing to launch a new platform that explores the unmet needs of people facing breast cancer.s
Who's behind the campaign?
- Brand: Rethink Breast Cancer
- Agency: Pomp and Circumstance
(click on the link to view the agency's Vendor Directory listing)
For 25 years, Rethink has changed the conversation around younger women’s breast health and cancer care, and helped thousands of people during the most vulnerable time in their lives. Rethink has built a community that creates connections in the most isolating moments. And advocacy that not
only pushes for a better system but also makes positive change.
Breast cancer continues to be the most common cancer amongst women in Canada, and 1 in 8 women will be diagnosed with it in their lifetime, but you don’t often hear about the younger women overlooked. Younger women in their 40s and under can and do get breast cancer. When they do, they are also more likely to face aggressive subtypes and higher rates of recurrence and metastasis. Their needs at this extremely busy life stage are complex, and the stakes are high. Yet they remain underrepresented and overlooked in education, research, care and support. Rethink has been here for 25 years to change that.
Rethink Breast Cancer recently launched its “25 Years Being Here” campaign, with several initiatives planned over the coming months, including Rethink’s signature fundraiser, Boobyball, this October.
“We have seen huge advances in breast cancer over the last 25 years, including innovative treatments and more personalized care,” says MJ DeCoteau, Founder + Executive Director of Rethink Breast Cancer. “But even with all the advances, younger women are still falling through the cracks because the systems have not caught up to their evolving needs. They need clear health information, age-relevant resources, a community that gets what they are going through, and access to meaningful care.” Too many younger women lack the tailored support they need at a time in their lives when the impacts on identity, fertility, careers and families are profound. Rethink Breast Cancer will continue to be here, rethinking the issues, offering solutions, and pushing for system change as long as these needs are unmet.
For the next 25 years, Rethink is committed to supporting younger women across the full breast health and cancer experience – from risk to diagnosis to survivorship, thrivership with metastatic disease, and beyond. This will include expanded programming for all stages of the breast cancer experience, resources, and a new community hub.
What to expect for Rethink’s 25th Anniversary celebrations:
- A look back at the major milestones, breakthrough programs, change-makers, firsts of their kind, and viral hits that shaped Rethink over the last 25 years.
- Rethink’s signature fundraiser, Boobyball, is back on Friday, October 16, 2026. Boobyball is one of Canada’s most coveted fundraising events for young philanthropists and has raised over $5.2 million for Rethink’s mission to date.
- For the full month of October, a unique Rethink pop-up in downtown Toronto that will showcase our mission, plus a sneak peek of what’s to come next for us.
- Supporters can shop for a cause with the curated 25 for 25 collection, featuring a range of 25 fashion, beauty, and lifestyle items designed by Canada’s top brands.
Photo Gallery:
(click to enlarge)
