We are the young women’s breast cancer movement.

Rethink Breast Cancer’s mission is to empower young people worldwide who are concerned about and affected by breast cancer. Rethink is the first ever Canadian charity to bring bold, relevant awareness to the 40s and under crowd; foster a new generation of young and influential breast cancer supporters; infuse sass and style into the cause; and, most importantly, respond to the unique needs of young women going through it.

By taking a breakthrough approach to all aspects of breast cancer – education, resources, advocacy, community engagement, and fundraising – Rethink is thinking differently about breast cancer.

No pink ribbons required.


The Rethink Story

At 22, after losing her mother to breast cancer, MJ DeCoteau was hard-pressed to find relevant information that wasn’t scary and overwhelming about her own risk factors.

Determined but frustrated, she quickly began to understand why so many smart, young people were in the dark about breast cancer. Like her, they simply weren’t being targeted. This realization was DeCoteau’s call to action. And by 2001 she had brought together a dream team of Canada’s most innovative, energetic and creative minds to found Rethink Breast Cancer, putting young people concerned about and affected by the disease on the map, for the very first time.

With a mandate to always seek creative ways to engage young people with the cause and help young women going through it, DeCoteau helped take Rethink from ground zero to 100 in year one when the charity secured the exclusive Canadian rights to the world famous Fashion Targets Breast Cancer campaign.

Approaching breast cancer with style and chutzpah was the new M.O., with Rethink leading the way. By 2004, DeCoteau was featured in Maclean’s Magazine’s Honour Roll as one of the top 10 Canadians making a difference.

Since then, Rethink’s small but dynamic team of dedicated staff and volunteers have continued to pave the way for the young women’s breast cancer movement, creating ground-breaking new resources, campaigns, events, and advocacy initiatives to bring much needed support and attention to the cause.

What We Do

Rethink Breast Cancer supports the unique needs of young women concerned about and living with breast cancer.

Every day we seek creative new ways to support young women with breast cancer, while boldly engaging young people with the cause. Our education, resources, and advocacy initiatives are as cutting-edge as the minds behind them and as unique as the people we reach with them. No project or campaign is too big, small or unorthodox for our team to take on as long as it fills a gap for young people concerned about or affected by breast cancer.


You don’t have to be studious to get educated about your breast health. Show your breasts some TLC. Shake it up. Learn tips to reduce your risk.

Learn More >



From ground-breaking digital support to award winning films, we have an arsenal of helpful resources to support young women throughout their cancer journeys.



Creating a bold youthful approach to making much needed changes to improve breast cancer services, treatment, education and research for young women.

Learn More >


We proudly support exciting new research initiatives that aim to answer some of the big questions surrounding young women with breast cancer.

Learn More >


Not only are our events the hottest tickets in town, their proceeds help support the innovative work we do here at Rethink. Check out our calendar for upcoming events near you.

Learn More >


Our unique, attention-grabbing campaigns help spread our mission in a way that gets people talking.

Learn More >


Why & How We (Re)think

Adios fear-based campaigns and blanket support programs. We think young people deserve their own breast cancer movement.


Who We Are

We’re not just another pretty face. Meet our dream team and find out who makes Rethink tick.


Our Press

From the business pages to the society spreads, we get noticed. Read the latest “ink” on Rethink.

Learn More >


100% of every dollar you donate to Rethink goes directly to supporting the needs of young women through our education, advocacy and resources. Take a look at how we do it.

Learn More >