Less Cancer: A Focus on Prevention
Bill Couzens, a family friend who I have known all my life, has many personal connections with cancer. After losing his father, brother, and aunt to cancer, Couzens wanted to make a change in the way we think about and deal with cancer. In 2004, he created an organization called Less Cancer, dedicated to spreading awareness about cancer. It is an issue we are all familiar with and one that has touched almost all of our lives in a personal way, but Couzens’ nonprofit public charity is different in the way it approaches the topic. The charity focuses on reducing incidences of cancer, communicating their ideas through education, advocacy, and work with policies.
According to their website, Less Cancer “rooted in social media and the Web” and they focus on educating and informing people about the “behavioral and environmental risks” that are linked to cancer. I would say that the audience of the website is the general public, especially those who either want to know more about cancer and those who worry they may be personally affected by it in the future. In my opinion, the website does a very good job at tailoring to its audience. In terms of the five canons, the site’s delivery and arrangement are very clear and coherent. The pages are easily navigable, with buttons in the top left corner showing where visitors to the site can donate. There are also links to Less Cancer’s Facebook, Twitter, and YouTube accounts. These stand out from the rest of the page and add to the website’s memory. It also allows visitors to explore the charity’s presence in social media, and Less Cancer has been able to gain followers in over 30 countries.
I believe that the Less Cancer website effectively draws from all three types of rhetorical appeals. In the “Who We Are” and “Our Founder” sections of the site, Couzens shows that he is very knowledgeable about cancer. According to one section of the website, February 4th, 2014 was named National Cancer Prevention Day. It “serves to remind people that when looking at cancer they need to look at prevention, and reducing risks for human health.” This connection to national organizations shows the credibility of Less Cancer, and the fact that they have been able to have a widespread impact and influence.
In terms of pathos, Couzens appeals to the audience’s emotions by stating that he has had many close friends and family members die of cancer. Since many people can relate to this, he shows a connection with the audience that fosters goodwill.
In the site’s mission statement under “Who We Are,” Couzens presents many facts and statistics that show he is knowledgeable about the issue. His headings are titles “The Issue,” “Channel 1: Online” and “Channel 2: Shifting Cultures.” The first presents the problem at hand: the fact that incidences of cancer have risen in the past few years despite increasing research. There are many statistics in this section that support this claim. In the following two sections, Couzens shows his plan for how he will help reduce these incidences of cancer. He will spread awareness online, and then help teach the public how to live healthy lives. After making a claim, he supports that claim with reasons and evidence, which makes his appeals to pathos and ethos even stronger.
Overall, I think that the Less Cancer site does a good job at appealing to the general public and both informing them and educating them in ways that are accessible and easy to follow.
Less Cancer’s Fight For Awareness & Prevention Video
A photo from the Less Cancer website that highlights the importance of prevention.
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