Rethink Breast Cancer is the most interesting approach that I have seen in the Cancer Charities, IMHO.
It's a positive and fun organization, focused on helping young people who are concerned about breast cancer or whose lives are affected by it, as well as educating those who haven't thought about it.
They first came to my attention through the groundbreaking "Breast Cam" TV ad. I've used that spot as an example of great advertising in my branding class. They are also the folks behind the fashionable "Target" Tee Shirts available at Roots.
Pace and I slated to take part in their new program to "Support for New Moms with Breast Cancer" (and their husbands). If there was a family that fits the bill, we're it.
They're educating women about breast cancer, self exams and lots more through a combination of fashion, fun and shopping. That's what young women are into. Can you think of a better way to communicate a message to that group? (No focus group required!)
Check them out, get a tee, support them or volunteer your time to help them in their bold approach to breast cancer education, research and support programs.
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