MARKETING MAGAZINE - Ten Marketers that Mattered: December 2002
...Rethink Breast Cancer is dedicated to thinking differently about beating the disease, and efforts to establish it as an upbeat charity are paying off. For DeCoteau and Gordon-Farber, that means turning their backs on conventional events and fear-based public service announcements, and instead focusing on branding and marketing...Their fresh approach employs accessible parties, hip sponsorship partners, edgy advertising, colourful brochures and a brand image geared to those who might normally feel estranged by the cause.
FASHION: Summer 2001
...Fashion Targets Breast Cancer, the world's most stylish charitable campaign, is finally coming to Canada. Holt Renfrew, Fashion Magazine and Rethink breast cancer have joined forces to bring the "phenomenal hit", limited-edition Fashion Targets Breast Cancer T-shirt to Canada...
THE TORONTO STAR: August 31, 2001
...Rethink Breast Cancer aims to make younger women aware of the disease, "think outside the box" in looking for a cure, support survivors and bring a positive approach to fighting the disease...
TORONTO SUN: September 9, 2001
...Rethink Breast Cancer comes early this year with the launch of a new charity that's all dressed up and ready to roll this week. Rethink Breast Cancer is partially the brainchild of Mary-Jo DeCoteau, the enthusiastic young woman determined to bring a new face to breast cancer...
THE GLOBE AND MAIL: September 15, 2001
...The fight against breast cancer gets a boost this month, with the 10th annual CIBC Run for the Cure. You can also show your colours by heading to Holt Renfrew to pick up a Fashion Targets Breast Cancer T-shirts. One third of their selling price ($28-$40) heads directly to Rethink Breast Cancer, the official charity fighting the disease here in Canada...
CALGARY HERALD: September 20, 2001
...The Fashion Targets Breast Cancer campaign has come to Canada with national sponsors Holt Renfrew and Fashion Magazine. The campaign is brought to Canada by a new charity called Rethink Breast Cancer that is dedicated to thinking "outside the box" when it comes to beating the disease...
MOCHASOFA.CA: October 10, 2001
...Mary-Jo DeCoteau, executive director of Rethink Breast Cancer, a charitable organization that challenges women to think differently about the disease, speaks from the viewpoint of a daughter who lost her mother to breast cancer. She comes from a close-knit family, she says, and her mother was the center of it. "We took our cues on how to react to her diagnosis from her. I think her upbeat outlook enabled the whole family to stay positive."...
