| October is National Breast Cancer Awareness Month. And Rethink Breast Cancer is marking its third successful year of tackling this serious issue by taking a groundbreaking approach to all aspects of breast cancer, from medical research to public awareness and fundraising. Rethink sees itself as a new kind of breast-cancer charity that will play an important role in expanding support for the cause using fashion to spread its message.
Driven solely by volunteers, the charity was formed in Toronto in March 2001 by a group of young, spirited individuals, led by Mary-Jo DeCoteau. Since then the organization has become one of Canada’s most notable breast cancer charities.
Rethink Breast Cancer stands out in the way it delivers its message, using a contemporary lifestyle mode that appeals to Canadian men and women under the age of 40. Rethink sees this group as modern, bold and culturally aware.
"Rethink’s approach has a lot to do with its founders," says Jina Abells, the Calgary representative for the organization. "It is more about reaching people who may not be currently responding to the breast-cancer community’s traditional charitable appeals. (Our target audience) is engaged by things that are relevant to their lives, like fashion, film, music and humour. Putting breast cancer on the agenda in a direct, upbeat way, we aim to communicate and engage this media-savvy audience by being relevant, innovative and current in everything we do."
Rethink’s focus on young minds is also evident in the world of science and research. Rethink Training Awards allow researchers early in their careers to receive vital research training in breast cancer. "Only by bringing new minds into the fight and providing for the training of new investigators can we ensure the human resources required to eradicate the disease," notes its brochure.
When Rethink Breast Cancer came on the charitable scene, it made a fashionable entrance by partnering with New York-based Fashion Targets Breast Cancer (FTBC) and became its official Canadian breast-cancer charity. Canada is now one of the 10 countries participating in FTBC’s target campaign.
For those not familiar with Fashion Targets Breast Cancer, the campaign was inspired by New York fashion designer Ralph Lauren and debuted during New York Fashion Week in 1994. The Fashion Target T-shirt was Lauren’s tribute to his friend Nina Hyde, the Washington Post’s fashion editor, who died of breast cancer in 1990.
The Fashion Target T-shirt made such a powerful and bold statement that it continues to be one of the most recognizable symbols of the fight against the disease. The proceeds from sales of these T-shirts go directly to breast-cancer research. The success of this campaign is not only measured by the millions of dollars it raises but also by its international presence. You can purchase this year’s T-shirt at Roots for a limited time.
On a local level, Rethink, The Core (Calgary Eaton Centre, TD Square and Scotia Centre) and Carter McRae Events are hosting three grand events for the Calgary market.
First up is Bra-Vo, a month-long event featuring 30 custom-made bras by local designers such as Shae Barry, Kendall Yellowhorn and Pretty Twisted. The bras are now on display at the Calgary Eaton Centre, and will go for auction on November 24 at Mistletoe and Martinis, a fashionable gala that will be held at The Core. "We are excited about partnering with The Core," says Abells. "This will be the biggest event that Rethink has been a part of in Calgary."
You can support Rethink and, of course, breast-cancer research by bidding on a designer bra. Last year’s silent auction raised close to $20,000. Tickets are $42.80 and are available at Eaton Centre or Carter McRae Events, 265-1068 ext. 201.
In the meantime, Rethink and The Core want to pamper you on October 27 with Pink Martinis and Manicures courtesy of Merle Norman. Tickets are $15 (with $10 supporting Rethink) and are available at Merle Norman in Eaton Centre or by calling 261-2794.
To find out more about Rethink Breast Cancer, visit www.rethinkbreastcancer.com. To volunteer or make a donation, send an e-mail to hello@rethinkbreastcancer.com. |
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