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Our Approach

“Education is one of the most powerful tools for the prevention of disease including many cancers. was founded to help as many people as possible with free and relevant content that would impact and improve the health of individuals, families and communities.”

Bill Couzens Founder 

Educate. Advocate. Participate.

Protecting People and The Places They Live, Play and Work

Next Generation Choices Foundation/ Less Cancer has been instrumental in providing the information materials for communities that work to protect people and the places they live, work and play. The work of Next Generation Choices Foundation, and specifically the Less Cancer Campaign, raises awareness that ultimately works to protect the environment, human health and the economy.

Less Cancer pioneered the use of Web and social media for cancer prevention and education. The campaign reaches more than 100,000 regular followers in over 30 countries. We believe the immediacy of new media is a good fit with the urgency of the topic. We seek to establish a mainstream literacy for cancer prevention that emphasizes the need to stop cancer at the cause:

Raising awareness

Developing risk-reduction strategies

Shifting community or corporate practices and products

Building alliances with business and industry

Creating options for healthy choices


In addition to online media, Less Cancer communicates its mission of cancer prevention via direct “offline” engagements with health care systems, community groups, health-affected constituencies, schools, universities and government and non-government organizations. These engagements have included fundraisers, round tables, and panel discussions. We have also participated in or sponsored events on Capitol Hill, the Less Cancer Speaker Series, and the Prevention Fund for Education and Research, among other initiatives.

Successful outreach in Channel 2 can drive traffic in Channel 1, resulting in multi-platform engagements of the Less Cancer audience. We then are better able to scale up and out in a very measured and specific way for effectiveness as a sustainable organization—taking intervention to new sites in both channels and expanding the capacity of existing sites to serve more participants.

Less Cancer’s work on health and environment spans a wide range of issues, including specific contaminants, pollution sources, and healthy lifestyle choices, such as diet, exercise, and nutrition. While we work to protect all communities, our approach is particularly relevant to at-risk populations, such as children, low-income communities, and workers. Less Cancer’s ultimate goal is to raise awareness of prevention and reduce incidences of diagnosed cancer in all people.