TORONTO, ONTARIO, June 29, 2026 –To celebrate their 25th anniversary, Rethink Breast Cancer is embracing the power of a number. For a quarter of a century, Rethink Breast Cancer has been offering innovative approaches to education, support and advocacy in breast health and cancer care for younger women. Since 2001, they’ve worked tirelessly to close gaps in care and offer programming that helps young women at every stage of the journey feel seen, heard and empowered to live better and longer. To honour this monumental moment they’re updating the brand expression and launching an anniversary campaign developed in partnership with No Fixed Address that nods to the thousands of women and thousands of stories Rethink Breast Cancer has been here to support.
Every breast cancer experience is unique. None are easy. Rethink Breast Cancer has been here for them all. 25 years of community, education, support and advocacy. 25 years of showing up. 25 years of Rethink Breast Cancer. 25 years of being here.
“With Rethink Breast Cancer’s 25th anniversary we realized there was a big opportunity to reintroduce who Rethink Breast Cancer is and who we support, because the unique needs of younger women facing breast cancer are still misunderstood,“ says Alison Lawler-Dean, Chief Marketing Officer at Rethink Breast Cancer. “As a charity who focuses on young people, we’ve always had our most success by partnering with great creative agencies to break through the noise and get a meaningful message out. That’s exactly what I feel we delivered – a campaign that stops you in your tracks visually, while highlighting some of the extra challenges younger patients face.”
To bring the platform to life, they’re turning the number “25” into a visual design system that echoes the shape of the female body. By repeating the number and slightly changing it each time, the design reflects the different ways breast cancer can affect people and all of the unique women that have been part of Rethink Breast Cancer’s community over the last 25 years. Every element is hand drawn, including the accompanying breast illustrations, and inspired by conversations with women in the Rethink Breast Cancer community. Every scar, shape and breast tells a different story, reinforcing the campaign’s central idea: no two experiences with breast cancer are ever the same. Brought to life through bold colours and bold copy, the campaign delivers a simple promise to younger women: we get it, we’ve got you.
Thanks to generous media donations through media agency partner, Talon, the campaign activates across multiple platforms in OOH and social, with each execution bringing to life a new series of 25s and breast illustrations. Headlines reinforce that Rethink Breast Cancer, and the community it has spent 25 years building, will ALWAYS be there for “the ups, downs, and wtf do I do nows” and that their commitment to support, education and advocacy continues long after the hair has grown back.
“So much of the work you see for cancer foundations or support groups taps into the fear or the paralysis of it all,” says Alexis Bronstorph, Co-Chief Creative Officer at No Fixed Address. “For Rethink Breast Cancer’s 25th we wanted to empower. To be striking. To create something people couldn’t help but look at because it made them feel hopeful. When we discovered how perfectly we could fit all the unique shapes and sizes and outcomes into one simple 25 year lockup, we knew we had something visually powerful and inspiring.”
Produced by No Fixed Address, the campaign kicks off Rethink Breast Cancer’s 25th anniversary in June 2026 and will run throughout the year. Upcoming anniversary initiatives include the return of Rethink Breast Cancer’s signature fundraiser, Boobyball, in October, 25 for 25 – a curated collection of fashion beauty and lifestyle products from leading Canadian brands, the Rethink Breast Cancer Pop-Up which will offer and immersive look at what’s next, and a new brand film debuting this fall.
Check out rethinkbreastcancer.com/25 for more information on Rethink Breast Cancer’s story and what they’re doing to celebrate 25 years.
