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Rethink Breast Cancer debuts new branding

Toronto-based charitable organization Rethink Breast Cancer has undertaken a rebranding initiative to coincide with the 20th anniversary of Breast Cancer Awareness Month. The effort includes a new logo and website, developed pro bono by Scooter Film & Design, as well as an updated manifesto. The branding is being introduced in a new campaign called “Forever Forward.” Developed pro bono by Taxi, the campaign consists of a series of videos that depict the progress and achievements of Rethink.

“Over the past 20 years, Rethink has continuously evolved from being known for creating buzz and ‘branding a cause’ in order to engage and educate young people to now being known for driving impact, making change and improving breast cancer outcomes,” said Rethink founder MJ DeCoteau. “We listen, we learn, we adapt. We’ve increased our focus on the unique needs of living with metastatic disease and most recently, we’ve partnered with others to reach and support historically underserved communities.”

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