IF YOU CAN’T TELL, WE DO THINGS A LITTLE
DIFFERENTLY

AROUND HERE.

WHY EDUCATION?

WE DON’T FUND RESEARCH, WE EDUCATE

We’re not scientists and we can’t raise the billions we need to find a cure, but we can teach people how to cure 90% of cancers: find them in stage one. There are tons of amazing organizations seeking the cure; we’ll leave that to them. Early detection is our battle.

WHY EARLY DETECTION?

90% OF CANCERS ARE CURABLE IN STAGE ONE

We teach people how to look for cancer, instead of just find it. It puts the power back in our hands and creates a call to action: put an end to late stage cancer diagnosis. This movement will flip the switch on how we think about cancer – from something we wait to get and pray there’s a cure, to something we are actively looking for and finding when it’s most curable.

WHY GEN Y?

FOR THE FIRST TIME IN HISTORY, WE KNOW MORE THAN OUR PARENTS

Every kid thinks they know more than their parents, but for the first time in history, this might just be true. Because of the exponential growth in technology that has occured in our lifetime, Gen Y teaches their parents more than any generation ever has. We teach them about social media, how to use their blackberries, and how to balance their diets. So why don’t we teach them something that can actually save their lives?

WHY SOCIAL MEDIA?

SHARING INFORMATION CREATES CHANGE

If you want to talk to Gen Y, you have to go where they are, and speak their language. We use edgy, funny, and provocative online campaigns to break through to a media-saturated generation.

WHY HUMOR?

WHEN YOU’VE LOST YOUR SENSE OF HUMOR, YOU’VE LOST IT ALL

We’re taught not to talk about our bodily functions; we’re taught not to swear. Well, fuck that – we’re going to do both. Many of the earliest warning signs of cancer are seemingly benign and highly embarrassing. Most people won’t talk about nipple leakage, bloating, or painful ejaculation, but they will joke about them. Humor opens the door to conversation and education. We’re creating a safe space for our community to share an authentic emotional response to cancer; whether that’s getting angry, being grateful, sad, or even finding something absolutely hilarious about the situation.

WHY FUCK?

BECAUSE IT’S WHAT EVERYONE IS THINKING

It’s a head-in-your-hands moment. It’s not sexual or violent; it’s defeated and defiant. Using these two words together gives cancer the visceral response it deserves. Taking such a private word into the public space is powerful. If there’s ever a time to use “Fuck,” it’s now.

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