I think you bring up a really good point - people don't address cancer out of fear, and because perhaps they don't know anyone affected so they don't truly relate to how intense it is. I think a sustained campaign about alleviating people's fear around cancer could be a real eye opener for people who can then find the subject approachable. Having an understanding of prevention, stories, maybe work with 23andMe or some other such site to create a "Web of Hope" where we can see all the connections between people who have cancer and if those people are linked to you in some way? I think your point of people distancing themselves isn't really true. I think that we all have very important things to do in our day-to-day lives and we offer ourselves emotionally, spiritually, etc when we can. I think one of the things I'd like to see change is that outside of my personal experience with cancer, I tend to only have it brought up when organizations are asking me for money. How can you with all of your influence surface Hope and opportunities to connect, drive personalization in a connected way, and alleviate people's fear by making the subject approachable and educational?