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Helping all young women live better and live longer

Rethink’s next era builds on 25 years of transforming the breast cancer experience for young women, expanding our role across the full spectrum of breast health, helping all young women live better and live longer. From risk reduction and prevention to navigating diagnosis, treatment, survivorship, and supporting thrivership for the MBC community, we will deliver a movement that is credible, relatable, modern and culturally fluent.  We will lead in survivorship for young women and public breast health education, expanding our “support, education and advocacy” model into a broader ecosystem of well-being.

Our 2026-2031 Strategic Plan is a pledge to transformational progress and impact:

READ THE STRATEGIC PLAN

Our priorities

Priority 1
Support survivorship with strength, support and care

There’s a gap in credible, relatable guidance across the breast cancer experience, from diagnosis and treatment through life after treatment and thrivership for those living with MBC.

Through community and programs, we support younger women through the messiness of diagnosis, the realities of treatment and the long-term physical, emotional, and identity shifts that follow.

Our goals are to:

  • • Deliver trusted, reliable information, and resources.
  • • Foster community, build physical and emotional strength and resiliency, and support healthy living.
  • • Support the evolving needs of the metastatic breast cancer community.
Priority 2
Make positive change through advocacy

Rethink pushes our health and government systems to evolve alongside science, innovation and the changing needs of people impacted by breast cancer.

We’re changemakers championing the voices of the breast cancer community, ensuring their needs are heard and actioned.

Our goals are to:

  • • Engage the public in pushing for a cancer system that evolves with innovation and delivers timely, equitable access.
  • • Ensure accurate data is captured and shared so governments can plan and invest in the research, workforce, and services needed.
  • • Continue supporting research that uncovers a more complete understanding of how younger women are impacted by breast cancer.
Priority 3
Breast health empowerment for the next generation

The current state of our digital world and influx of misinformation leaves younger women scared and overwhelmed about risk and prevention.

Rethink will engage the next generation with relatable and evidence-based information and a movement that empowers them to take charge of their health and get involved with the cause.

Our goals are to:

  • • Empower younger women to take proactive steps to protect their breast health.
  • • Build physical strength and resilience in younger women to support risk reduction and improve their outcomes.
  • • Engage the general public in the cause so they can be part of positive change.

“Breast cancer has evolved and so has the noisy world younger women exist in. We are seeing an unprecedented shift. Our community and their needs are growing. More young women are being diagnosed, and many are living longer after diagnosis with complex care needs. We want younger women to know that Rethink gets it, we’ve got them, and our next era is dedicated to improving outcomes for all younger women.”

– MJ DeCoteau, founder and executive director of Rethink Breast Cancer.

MJ Decoteau

New Endeavour: The Rethink House

To support our vision, we are opening The Rethink House, a first-of-its-kind clubhouse located in downtown Toronto to unite all younger women — those diagnosed with breast cancer, those wanting to take charge of their breast health and those who want to show up to support others.

 

Younger women are more isolated and overwhelmed now than ever before, especially when facing a serious illness. They don’t just need somewhere to connect. They need a space tailored to their needs to thrive. The Rethink House does just that.

 

Activities at the house will be curated to be relevant to younger women, including educational events on hot topics, community hangouts and connection, exercise and movement classes, and ways to get involved and make change. More to come soon!

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The Rethink House