Gigantic store signs and T-shirts emblazoned with the visceral message “F--k Cancer” convey the angry attitude some say is needed to combat the cancer epidemic.
That’s the hope of Yael Cohen, 23, who says that the F--k Cancer slogan reflects her emotional reaction when she sat at the hospital, head in her hands, after her mother’s first surgery for breast cancer.
“F--k cancer is all I could say,” says Cohen.
“But this is not about swearing, it’s an honest and powerfully-expressed emotion on this disease that has hit our parents’ generation hard,” says Cohen. The F--k Cancer non-profit charity already has raised about $250,000.
“Hopefully, by the time my Generation Y, aged about 17 to 35, is in the high-risk demographic, we’ll have made some progress toward early detection of cancer because that offers the best chance of surviving this disease.”
Cohen and her mother Diane Cohen, a Vancouver interior designer who has survived two surgeries, wear the T-shirts at society events and talk openly.
A phrase used by prominent cancer survivors such as cyclist Lance Armstrong, who battled testicular cancer, “F--k Cancer” has grown into a “movement” that “comes from a very real place,” explains Cohen.
“The expression starts the essential discussion about cancer instead of just sweeping it under the rug.
“Cancer should not be a secret hidden battle, we’ve got to fight it together.”
It was in the spirit of sparking discussion that West Fourth Ave. boutique owner Michael Gorenstein erected large signs Saturday at his store Moule.
Gorenstein, who has welcomed the Cohens as customers and sells the T-shirts, says the storm of reaction was mostly positive, with a few strongly negative comments.
“My father died of cancer and almost everyone has been touched by the illness in their family, so I get that “F--k Cancer” offends some people, but really, cancer is what should offend us more.
“If people start talking about cancer around the dinner table, then my efforts will not be in vain.”
Gorenstein’s four family-owned stores, two in Vancouver, one in Winnipeg and one in Portland, Oregon, are donating 10 per cent of their sales to F--k Cancer.
Read more: http://www.theprovince.com/Controversial+Vancouver+cancer+sign+raises+eyebrows/3724793/story.html#ixzz13R6AfGNu