Introducing "Give-A-Care" from Rethink Breast Cancer: The first line of products for young women with breast cancer, that actually understands young women with breast cancer. So much more than just a product line, the Give-A-Care Collection bridges the communication gap between her supporters by raising awareness of what she’s really going through while improving her quality of life with real, tangible product benefits. At giveacare.ca, supporters can build a custom care package, with products like lemon candies that mask the metallic taste of chemo, or a zip-front hoodie that’s easy to get on and off after surgery. All 22 items tap into unique insights, helping to treat both the physical and emotional side effects of treatment.

Each product under the Give-A-Care brand was developed and designed from scratch, with icons crafted by hand. This same handcrafted aesthetic and attention to detail were translated into the website, the packaging itself, and all campaign materials. From conception to execution, the project has been praised as a welcome change from the usual clichés, standing out in a sea of pink. Breathing life into an often somber category, it feels young, fresh, and anything but clinical.

Truly a campaign for social change, the collection created a whole new product category for this niche group of women who had otherwise been lacking the necessary support. And with all products and media generously donated, a business model was created that cycles 100% of funds from the products back to the patients and the charity to further advance their work. What began as an awareness campaign has turned into a permanent and expanding product line, with partnerships from several high-profile US and Canadian retailers. With shoppers from over 115 countries, a 565% increase in average donations, and 120,000,000 impressions on a $0 media spend. The campaign was also requested to be presented at the World Cancer Congress in Paris this past fall.