"Less cancer, more birthdays."
If we were playing Jeopardy it would be the answer to: Why does the American Cancer Society exist?
ACS understands the importance of communicating their "why." They place a positive face on a challenging health issue. Their "why" inspires those who want to volunteer and raise money. The result of these efforts allows more people living with the disease the chance to experience the mission of the organization.
Resist the temptation to use boring, generic terms when defining why you exist. This example is the ultimate proof!
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