Alberta Cancer Foundation CEO, Wendy Beauchesne, reflects on the evolution of the organization.
This fall, the Alberta Cancer Foundation launched an exciting new look that better reflects the organization’s sense of purpose and its mission to create more moments for Albertans facing cancer. We sat down with Wendy Beauchesne, CEO of the Alberta Cancer Foundation, to discuss the new brand and its significance for the Foundation’s future.
What is different about the Alberta Cancer Foundation today?
Over the past decade, the Alberta Cancer Foundation has undergone a significant transformation, evolving our mandate to better meet the needs of Alberta’s ever-changing cancer care system and its patients. Most of the scientific community agrees that we’re at a generational tipping point in how we detect and treat cancer — so while our mission has always been to provide hope and support to Albertans facing cancer, today we’re more audacious and ambitious in our goals. This scientific sea-change over the last decade required us to shift how we talk about our collective impact and where we aspire to go — a bold, compassionate organization that shares a relentless passion with donors for investing in the absolute latest cancer care and research.
The evolution of our logo parallels the incredible advances being made in the cancer world, the growth and strength of our community, and our unique ability to surround patients, families and caregivers with love, support and hope. At the same time, it better reflects the difficult “swirl” that comes with a cancer diagnosis and acknowledging that not every day will be positive, nor a straight line.
What makes the Alberta Cancer Foundation different from other cancer organizations?
What makes the Alberta Cancer Foundation different from other cancer organizations? One of our goals is to put Albertans first in everything we do. We invest in the very latest cancer care and research, much of it happening right here in Alberta, to ensure that Albertans facing cancer don’t necessarily have to wait for those breakthroughs to come from elsewhere. Alberta can take a leadership role in the transformation that’s taking place, and our donors can be a catalyst for change in their own backyard. That’s what makes us different — and it’s an exciting place to be, knowing we have thousands of passionate Albertans working right alongside us.
How does this new look align with the Alberta Cancer Foundation’s other initiatives?
Cash and Cars Lottery and the Enbridge Tour Alberta for Cancer are two of our signature initiatives. While these initiatives are loyally supported by thousands of Albertans each year, many people weren’t connecting their support with the broader impact of the Alberta Cancer Foundation. We’re doing incredible things together! Our goal was to create visual consistency between these programs and the Foundation, but also to ensure that Albertans understand the massive impact they are making — no matter how they choose to support us. To help with this, the Enbridge Tour Alberta for Cancer also has a fresh new visual identity—bright, impactful, and full of energy.
We will also be changing the name of Cash and Cars Lottery to the Alberta Cancer Foundation Lottery and launching the More Hope Movement — our way of inviting Albertans to join this incredibly powerful community and our collective mission. By donating to the More Hope Movement, you’re supporting access to the latest treatments and providing support to Albertans when they need it most. This includes reducing financial burdens, funding critical programs and equipment, and having more Albertans participate in life-saving clinical trials.
What are you most excited about for the future of the Alberta Cancer Foundation?
Last year, we invested more than $27 million into Alberta’s cancer care system, benefiting the 24,000 Albertans who face a new cancer diagnosis each year. Our goal for the coming year is to raise this investment to $40 million, allowing us to make an even greater difference in the lives of those affected by cancer across the province. Advancements in cancer prevention, detection and treatment — fuelled by donor support — are showing remarkable results, with more Albertans surviving and living longer with cancer than ever before. It’s an incredible thing to be a part of, and we’re so excited to invite donors to take this next step into the future with us.
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