MJ DeCoteau, Founder, Rethink Breast Cancer

LEADERSHIP

Known as “One of the ten Canadians who made a difference” by the Macleans Honour Role, and “One of the women we’d like to see run the country” by Chatelaine, MJ is a shining example of what happens when you apply your passion to your work. The result is a powerful ability to lead, innovate and inspire change. Armed with a master’s degree in Literary and Cultural Studies and several years experience in marketing, MJ founded Rethink Breast Cancer; raising over 10 million dollars by engaging and educating the younger generation; in a refreshing and provocative way.

Highlights:

• If you find yourself in the middle of something bigger than you- embrace it
• Take leaps of faith
• Never sell yourself short. Talk the talk- then deliver by walking the walk.
• Mentor someone: it is amazing how much one can believe in themselves when they see someone else believing in them.
• Find a way to get engaged in the process even once you have outgrown your original roles.
• Perpetually re-ignite your passions as you grow.

WATCH

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BIO
Building a new breed of breast cancer charity

MJ DeCoteau was 18 years old when her mother was diagnosed with breast cancer and 22 when the disease claimed her mom’s life. She knew she should be taking steps to find out more about her own risk factors. Yet, when she picked up breast health pamphlets at her doctors office, the pictures and diagrams seemed scary and overwhelming.

“The way breast cancer information was being presented, just wasn’t grabbing my attention. Everything seemed geared only to women over 50. Even a lot of the fundraising items—comfort hearts, angel pins, pink teddy bears—seemed to target older women. Losing my mom had a huge impact on my life—at times it felt like everything changed. But, the core of who I was did not change. I still liked film, fashion, music and shows like Friends and Seinfeld. There was an opportunity for a new breed of breast cancer charity, one that would be relevant to my generation.”
—MJ DeCoteau, founder and executive director, Rethink Breast Cancer

Troubled by the fact that although breast cancer awareness is strong, far too many smart young women and men still do not know the facts about the disease, MJ was inspired to gather together passionate, energetic and creative people to help found Rethink Breast Cancer. The dynamic charity is helping young people concerned about and affected by breast cancer through innovative awareness campaigns, training grants for bright, young breast cancer researchers and supportive-care programs for young breast cancer patients.

Using marketing savvy to engage a younger generation of women and men in the cause, MJ, along with Rethink’s Director of Marketing, Alison Gordon, has been recognized for “thinking differently” in both education and fundraising—including being named one of Marketing Magazine’s Top Ten Marketers. In 2004, MJ was featured in Maclean’s Magazine’s Honour Roll, as one of 10 Canadians who made a difference. In 2006, she was profiled by Chatelaine Magazine for an article featuring Ten Women They’d Like to See Run the Country. In 2009, MJ was honoured by the University of Saskatchewan with the Alumni of Influence award, which recognizes the top 100 graduates from Arts & Science throughout the past century.

As Executive Director, MJ is responsible for the overall direction, management, fundraising strategy and creative vision of the charity. Since inception, Rethink has raised over 10 million dollars for the breast cancer cause. Through her work with the cause MJ has met and inspired hundreds of people that have been affected directly and indirectly by breast cancer. She is always looking for creative ways to engage new people with the breast cancer cause.
MJ has a Master’s Degree in Literary and Cultural studies and lives in Toronto with her husband, Glenn, and their young daughter, Annie, named after her late mom.