Q & A with MJ DeCoteau

This month, we’re proud to share that we’ve partnered with Rethink Breast Cancer - a pioneering organization that is reshaping the way the world thinks about and supports young people affected by breast cancer. 

To support the cause and celebrate our partnership (This is J will be part of Rethink’s incredible Give-A-Care Collection), we sat down with MJ DeCoteau, the founder and executive director of Rethink Breast Cancer.

Driven by a deep personal connection to the cause after losing her mother to breast cancer, MJ has dedicated her career to providing resources, building community, and inspiring change in the breast cancer landscape. Her visionary leadership has made Rethink a leader in the global conversation around breast cancer, known for its fresh, bold campaigns and its commitment to improving the lives of those affected by the disease.

We’re super excited to bring you this Q&A with MJ DeCoteau!

Rethink Breast Cancer has changed the conversation around breast cancer, particularly for younger women. What inspired you to create this movement and how has it evolved over the years?

My journey began after losing my mother to breast cancer when she was in her early 50s. I wanted to make a difference, not only to honour her but to address my concerns since my grandmother had also been diagnosed. I was shocked by the lack of information for younger people about breast cancer, even though it tends to be more aggressive in younger women. I noticed the resources were designed with older women in mind, and the fundraising events didn’t speak to my generation. Inspired by bold AIDS campaigns like Fashion Cares, I realized there was space for something more relevant to younger people. That was the seed for Rethink Breast Cancer, launched in 2001, to engage a younger audience in the cause and fill a gap in the information and support landscape.

Over time, the vision expanded as we realized younger women facing breast cancer had unique needs—balancing treatments with starting families or careers, dealing with fertility issues, or feeling isolated. Now, we focus on providing trauma-informed support and advocating for systemic changes to improve outcomes for all people with breast cancer. I’m proud of our reputation for being innovative and impactful, but most of all, I’m proud of how we’ve evolved to meet the changing needs of the community we serve.

The Give-A-Care collection is a meaningul way to support those facing breast cancer. How did this initiative come about and why does it resonate with patients and their loved ones?

We saw early on that younger women were missing out on care tailored to their specific needs. In 2012, we conducted a national Needs Assessment that identified gaps in care, particularly for younger women. With challenges in getting these findings implemented within the healthcare system, we worked with a creative agency, LG2, to develop the Give-A-Care initiative. What started as a marketing idea quickly grew into a sustainable program that not only offers thoughtful, practical support for patients but also educates loved ones on what these women really need during treatment. The campaign’s 57 awards are a testament to its necessity and impact.

What unique challenges to younger women with breast cancer face that are often overlooked?

For younger women, breast cancer can be more aggressive, leading to harsher treatments. Beyond that, they’re navigating issues like fertility preservation, pregnancy, raising children, relationships, body image, and financial stability, which are often sidelined in standard care. We found through our National Needs Assessment that many were learning about fertility options too late or not receiving timely support for childcare or financial resources. The Give-A-Care collection helps bridge this gap, providing patients with tools and loved ones with the knowledge to offer real, meaningful support.

This is J is proud to offer soft, moisture-wicking sleepwear as part of this year's Give-A-Care collection. How important is comfort for those undergoing treatment?

One major side effect of breast cancer treatment is chemotherapy-induced menopause, which can cause intense hot flashes and night sweats. It’s harder for the body to regulate temperature, and the hot flashes can be more severe than those in natural menopause. Disrupted sleep can significantly impact physical and emotional well-being, making it crucial to find ways to manage these side effects. That’s why we’re so excited about the partnership with This Is J. Moisture-wicking, breathable fabrics can make a real difference in helping women feel comfortable as they navigate these tough moments.

How does physical comfort contribute to emotional well-being during treatment? 

Comfort plays a huge role in recovery. When you’re recovering from surgery or treatment, your body is going through a lot, and it helps to wear clothing that feels good on the skin and supports your body’s healing process. For many women, clothing also impacts body image and confidence, especially after surgery or during chemo. Having comfortable, stylish clothing can help bring a sense of normalcy during a time when so much feels out of control.

How has patient feedback shaped the Give-A-Care collection?

We’re always listening to the community. The idea for the Give-A-Care collection came directly from patients sharing what they actually needed. Instead of sending flowers or edible arrangements, we wanted to provide something more practical that would support their day-to-day needs during treatment. Over the years, we’ve updated the collection based on new patient voices and emerging needs. Every product is carefully vetted to ensure it provides real, tangible support for women going through this challenging experience.

Can you share a memorable story from a recipient of a Give-A-Care package?

One woman told us she received a Give-A-Care package from her friends, and it moved her to tears. It was the first time she felt truly seen and understood—both practically and emotionally. It wasn’t just about the products; it was about the thought and care behind it. Knowing there was a community out there supporting her gave her a sense of validation and belonging, which is incredibly powerful when you’re going through something as isolating as breast cancer.

Beyond physical comfort, how does the Give-A-Care collection support emotional well-being?

Give-A-Care isn’t just for the patient; it helps their loved ones understand what they’re going through. Each product has clever, cheeky names that not only lighten the mood but also spark conversations. The collection helps patients feel seen, understood, and supported, and gives their friends and family a way to show up in a meaningful way.

Find out how to get involved with Rethink Breast Cancer here.

Rethink Breast Cancer has been at the forefront of advocacy. What recent developments in breast cancer awareness or research are you most excited about?

We’ve always been about addressing gaps in care, especially for younger women and those with metastatic breast cancer. More recently, we’ve been working to address health equity by focusing on people who have been underserved due to race, income, or other social factors. This is a long process, but we’re making progress through partnerships and collaborations, and it’s exciting to see the change starting to happen.

In terms of research, there’s been a lot of progress in understanding breast cancer biology and developing more personalized treatments. The future of breast cancer care will involve even more personalized approaches to prevention and treatment, and I’m excited to see how this will improve outcomes for patients.

How has Rethink's approach to raising awareness changed in the digital age?

We’re more intentional than ever. With information overload being so common today, we focus on providing clear, helpful content that meets people where they are. Our goal is to be a supportive tool rather than adding to the noise. We’ve even redesigned our website to create a softer landing for people, making sure they feel seen and supported from the moment they visit.

What can the general public do to support breast cancer awareness initiatives like Give-A-Care?

There are many ways to help. Donations are always impactful, and you can also participate in fundraising events, spread awareness on social media, or sign up for our emails to stay informed and engaged. Every bit of support helps us continue our mission to rethink breast cancer and improve the lives of those affected.

Looking at the future of breast cancer awareness, how can brands, healthcare professionals, and advocates work together to create a more comprehensive support system for patients?

Rethink’s strength lies in listening to the community and addressing isolation. We believe change starts with focusing on healing and then creating space for involvement. Systemic health changes can’t happen by shouting; it requires collaboration and understanding of all stakeholders. By aligning with partners who share our values and goals, we make a real impact.

What do you see as the next big goal for Rethink Breast Cancer? Are there any upcoming initiatives or campaigns that you're particularly excited about?

We – society, breast cancer community — are in a massive time of flux in so many different ways. “Rethinking” breast cancer continues to be even more important.  We’re rethinking how we support and collaborate, making sustainability a priority. I’m excited about our October campaign, #MakeMeCount, which advocates for better data collection on who is affected by breast cancer, including race, gender diversity, and social determinants of health. We’re also launching a national needs assessment for young women and breast cancer, a follow-up to our 2014 report. Plus, stay tuned for an expanded Give-A-Care product line featuring a partnership with This is J!

And finally, we know you are a wearer of our Bamboo Jammers, what is your favourite style and why do you love them so much?

I have my Henley Harem set in coral checkerboard - they are so perfect. I like a top and pant that is a little closer fitting yet still super soft and comfy, which these are. They are warm and also cool, so the perfect pajamas for this stage of life. And a bright peachy coral is my all-time favourite colour. They just make me happy to wear. Love them!