The Initiative’s primary approach for reducing cancer stigma is to tell the stories of survivors and those who support them. As such, the Initiative promotes survivor stories in order to raise awareness about cancer and stigma at the national and community levels.  Promotion of survivor stories is through the following four components:

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The movement transforms the range of emotions that cancer can cause into a powerful collective resolve to fight the disease. The campaign was promoted using traditional media and social media.

The winning internet video, “Fight”, shows unrehearsed, emotional testimonials from real Canadians whose lives have been touched by cancer. “This short film gives us a glimpse at the harrowing experiences that cancer patients and their families face, but also shows their courageous and inspirational responses” says Canadian Cancer Society president and CEO Peter Goodhand.