Chest pain and shortness of breath—symptoms that can too easily be overlooked—often lead to a startling discovery: nearly half of all lung cancer cases in Canada are diagnosed only once the disease has reached an advanced stage. This sobering reality underscores the urgent need for awareness, vigilance, and proactive action.

To bring this message to life, the campaign features Hayley Wickenheiser, a four-time Olympian, widely regarded as the greatest female hockey player in history, and currently the Assistant General Manager of Player Development for the Toronto Maple Leafs. Renowned for her achievements both on and off the ice, Hayley embodies the strength, discipline, and leadership required to inspire Canadians to take their health seriously.

Drawing a powerful parallel between hockey and health, the campaign taps into Hayley’s belief that the best defense always begins with a strong offense. Just as success on the ice depends on preparation, foresight, and teamwork, so too does success in tackling lung cancer. By weaving together Hayley’s expertise in both sport and life, the initiative encourages Canadians to be proactive—taking early steps, paying attention to warning signs, and ultimately changing the odds in the fight against cancer.