In a powerful conversation with CanadianSME Small Business Magazine, Shauna Lemens, Marketing Manager at Kootenay Knit & Apparel, and breast cancer survivor Kim Kirshenbaum share the inspiring story behind the Pink Mitten Campaign. This initiative, launched in partnership with the Canadian Cancer Society, exemplifies how purpose-driven products can foster community involvement and support breast cancer awareness and research. Together, Shauna and Kim discuss the campaign’s impact, the importance of community events, and the vital role that giving back plays in supporting those affected by cancer. Their insights reveal the profound difference that cause-marketing programs and collective efforts can make in the journey towards a world free of cancer.
Shauna Lemens is the Marketing Manager for Kootenay Knit & Apparel. As a senior marketing professional, Shauna brings over 25 years of integrated marketing experience and proven success developing and executing strategic marketing, e-commerce and sales plans to deliver on business objectives.
Shauna, Kootenay Knit & Apparel’s Pink Mitten Campaign has become a symbol of hope and support for breast cancer awareness. Could you share how the campaign began and what it represents today in terms of impact and community involvement?
The Pink Mitten Campaign was initially launched with the Canadian Breast Cancer Foundation (CBCF). The partnership was instrumental over the years in raising over $1M for breast cancer causes. After that campaign, CBCF amalgamated with the Canadian Cancer Society (CCS). CCS works tirelessly to raise funds for cancer research and support systems for all types of cancer.
With CCS’s partnership, Kootenay Knit relaunched the Pink Mitten Campaign in 2024 with ambitious goals and innovative approaches to fundraising. This collaboration has allowed a guaranteed minimum contribution of $30,000 in 2024 alone, ensuring that every pair of mittens sold contributes meaningfully to the fight against breast cancer. CCS has provided support in driving awareness, reaching their extensive network and accessing breast cancer survivors who want to share their stories for the Pink Mitten Campaign.
Kim, your journey through cancer has been one of resilience and hope. What personal message or words of encouragement would you like to share with others facing similar health challenges?
Four years ago, my cancer journey began. I had just turned 50 and never could I have imagined this is how I would enter a brand new decade. However, I have always believed that life’s twists and turns happen for a reason when they are supposed to and provide us with new opportunities that we may not have taken otherwise. I truly live life with a glass-half-full attitude. I never ask, “Why me?” Instead, I think, “Why not me?” That attitude has allowed me to reflect on my life and really focus on what is important. I have learned there will be some really hard days. Allow yourself to have that moment, grieve, cry, be angry or sad but don’t stall on that moment. Instead, use that energy to remind yourself of how strong you are, focus on the positive things in your life, enjoy every moment, never give up – and keep fighting – we can all do hard things, and there is always hope and positivity in each and every day if you believe. Its incredible when you shift your focus to positive how powerful it can be – even when fighting cancer. Take your journey and provide yourself with self-care, and awareness to others, encourage advocacy, allow others to help you, and remember how strong you are and can be. Take your journey in little moments, sometimes hour by hour and reflect on what is really important. The motto I live by is “Turn worry into Wonder” instead of thinking I worry cancer will take my life I think, “I wonder what it will be like when my cancer is under control and maybe even gone one day” I am grateful for every moment, the easy ones and the hard ones – be kind, caring and compassionate with yourself and others and start each day with a smile. My wish is that everyone applies this way of thinking to their life, not just those facing cancer but for those on their journey remember, cancer does not define you, it is not your whole story, it is just a piece of your journey, your story is so much bigger, so use that to focus on each and every day!
Shauna, could you tell us about the partnership with the Canadian Cancer Society and how it has empowered both Kootenay Knit & Apparel and the Pink Mitten Campaign to make a meaningful difference in breast cancer awareness and research?
The partnership with the Canadian Cancer Society has been pivotal in empowering both Kootenay Knit & Apparel and the Pink Mitten Campaign to significantly impact breast cancer awareness and research. This collaboration has allowed us to align our efforts with a respected organization dedicated to cancer research and support, thereby amplifying the reach and effectiveness of our campaign.
The Pink Mitten Campaign was created as a tangible symbol of hope and unity, reflecting our ethos of “Products with Purpose.” These mittens are more than just items of clothing; they are symbols of solidarity, raising over $1 million for breast cancer causes by donating $2 from every pair sold to the Canadian Cancer Society. This commitment underscores our mission as a woman-owned business passionate about supporting women’s causes.
The Canadian Cancer Society’s extensive network and resources have been instrumental in driving awareness and engaging communities. Their support has helped us relaunch the campaign with ambitious goals, ensuring a guaranteed contribution of $30,000 in 2024 alone. This partnership has facilitated innovative fundraising strategies and provided a platform for breast cancer survivors to share their stories, enriching the campaign’s narrative and inspiring others to join the cause.
Together, this collaboration exemplifies how strategic partnerships and purpose-driven products can create meaningful change, encouraging individuals and communities to actively participate and support essential breast cancer research and support services.
Kim, your participation in the Daffodil Gala and other awareness events has been inspiring. What role do you believe these events play in driving community support and funding for cancer research?
These events are important, and although I have been involved in many Canadian Cancer Care events long before I was diagnosed, now that I am a warrior, I see firsthand the incredible outcomes that arise from these events. My form of cancer is rare, with very little awareness. Events such as Galas, Walks/Runs, Speaking Programs, and Campaigns provide much-needed awareness and funding for groundbreaking research, new protocols, testing and programs. The amount of funding needed for continued research is significant, but it is important to understand that strides are being made, outcomes for patients are continually increasing, and many times, the targeted research can and has led to unexpected positive outcomes. I am a great example – I just started a new drug protocol – that didn’t exist 2 years ago – it is targeted therapy for my exact cancer. Without research, clinical trials, testing and education, this drug would not exist. All of this takes incredible funding, whether it’s from Gala ticket sales, donations, events supporting the Canadian Cancer Society or a small lemonade stand. The need for research is never-ending!
Apart from the research, events such as these provide incredible community support, positive energy and encouragement to people going through their journey, including their family and friends who are trying to survive their own journey as they support their family members. These events provide awareness, support, encouragement, and a real sense of bonding with people you don’t even know. For that moment, you are with a group of people all fighting for a common goal – a world with no more cancer. I truly believe one day we will get there.
Finally, both of you have been involved in raising awareness for breast cancer in impactful ways. What do you hope readers will take away from this conversation about the importance of giving back and supporting ongoing research efforts?
Kim: To me, there is no greater gift than giving back. I want people to realize that giving back doesn’t need to be a gargantuan or herculean effort. It’s important to understand what it means to fighters like myself when people give of their time, their support, encouragement and, of course, funding to ensure continued research and medical breakthroughs can happen. It is continued research that provides renewed hope for new medicines, testing, awareness, early diagnosis, encouraging prognosis, living with cancer and beyond – it’s the only way to move forward. All these things provide people like me with daily hope, encouragement to look forward, not backward, reflect on the strides made, and those who can come and awake each day with that “half glass full” attitude.I hope that my words encourage people to reflect on how important research and giving back are – the rewards are endless, not just for people fighting this disease but to know that you are a part of something so much bigger. I encourage people to get involved in community events, donate what you can, understand how impactful both the big and small support can be and remember that with continued research and strides forward one day we will have a world free from cancer – I truly believe that, but until that day I will always be grateful and appreciative for research and continued medical advancements – I was given 2 hours to live – 4 years later I am still here thriving and surviving, and although not cancer free, continued Research resulting in new meds, new trials, new testing, earlier detection, more DR awareness of symptoms have unarguably contributed to more positive outcomes and me still being here – never stop giving, never stop believing and never give up HOPE!!!
Shauna: We hope to illuminate the critical role that cause-marketing programs like “Products with Purpose” can play in driving meaningful change. By leveraging these programs, we can foster a culture of giving that extends beyond traditional fundraising, engaging communities and consumers in a shared mission to support vital research efforts. It is our hope that readers will recognize the profound impact that their involvement can have, inspiring them to join us in championing the cause and making a tangible difference in the lives of those affected by breast cancer.
