Background

The charity was formed in March 2001 by a group of energetic people, passionate about the cause and united in their desire to reach those not responding to traditional charitable appeals. Everyone envisioned something positive coming out of their experiences with the disease by putting breast cancer on the agenda using a direct, upbeat approach.

A great majority of women do not consider themselves at risk for breast cancer, however there are women in their 40s, 30s, and even 20s who are being diagnosed with this disease. Many women feel alienated and fearful of considering their risks and their breast health. Rethink aims to bring a new approach and a positive style of communicating to this population, women who are aware of their breasts are the best guardians of their own health.

Moreover, breast cancer is not just a women's issue, it affects the brothers, fathers, husbands, lovers, sons and male colleagues and friends of the women who are dealing with this dreaded disease. In addition, breast cancer in men is rare (fewer than 1 in 100,000 men are diagnosed each year), but men have breast tissue too and it does happen. Because breast cancer is so much more common in females, many men do not even realize they can develop it. Through our events and programs, Rethink Breast Cancer will work to engage men in the cause and educate them about their own risks for the disease.

By taking a breakthrough approach to all aspects of breast cancer - medical research, public awareness and fundraising, Rethink is a new breed of breast cancer charity and is playing an important role in expanding support for the cause.