“When illness touches someone we love, it does not only transform their life — it reshapes the lives of everyone around them.”
In 2002, a shockwave hit our family: my sister Desiree was diagnosed with breast cancer. She was only in her early thirties, the devoted mother of my one-year-old nephew Daniel, and a senior officer in the Dutch Military Police. Overnight, the life she had built was overshadowed by the terrifying thought that she might never see her baby grow up. The illness, and the invasive surgeries that followed, left her with permanent disabilities and changed the course of her life forever.
The cancer returned twice more, and with each recurrence our emotions swung violently between hope and fear, relief and despair. Her struggle profoundly marked her life, and it left a lasting imprint on our family — reshaping not only our bonds but also our sense of purpose. Later, other relatives and friends faced the same disease, among them my former partner Angelien, Danielle and Lizzie.
By 2007, after years of experience in global brand introductions, I had also come to see the darker side of the nonprofit world. Watchdog groups such as Breast Cancer Action revealed how charities misused the Pink Ribbon symbol for profit and marketing — engaging in “pinkwashing” instead of driving real change. It was then that I made a commitment: to build a global organization that would be different. One that would channel funds directly into research rather than empty gestures of awareness, and one that would safeguard “Pink Ribbon” as a free and universal symbol of solidarity — not the property of the few.
The journey since has been anything but easy. I witnessed the ruthlessness of the nonprofit sector firsthand: court cases, public shaming, even threats. Yet perseverance, and the conviction that the mission mattered more than the obstacles, carried us through. And in surviving, we became stronger.
I owe much to the people who stood with me. My gratitude goes to:
• Rich Elam of Brada Kuttner Attorneys Legal & Tax, and John Kennedy with his colleagues at LeBoeuf, Lamb, Greene & MacRae LLP, for their essential support in establishing the charity in New York.
• David Hasson and Venicia Mestey of Seckendorf Hasson Reilly & Kobay CPA’s, LLC, who provided a trusted financial backbone through the years.
• Aaron Wood, my friend and IP lawyer, whose creativity, integrity, and brilliance proved indispensable in navigating our legal challenges.
• Supernova-dev, a partner of Andersen Lab, for redesigning and developing our website. I thank the team wholeheartedly for creating a user-friendly, innovative platform that has become the backbone of our international mission.
I am deeply grateful to our dedicated team, who gave their time and energy freely, working tirelessly and without pay. They never lost faith, even when the road was steep, always believing that this initiative — though without commercial value — carried one of life’s greatest purposes.
My heartfelt thanks also go to my dear friends Ton van der Stap and Xavier Weert, who volunteered as board members and stood by me with loyalty and resolve. To Raymond Landgraaf and Sophie van der Stap, and in memory of Jurriaan van Dam, I owe a special debt of gratitude: they never stopped believing that a small idea could one day grow into a global charity reaching people in their most vulnerable moments.
Finally, I thank my parents, my family — for listening endlessly to my stories, for tolerating my obsession, and for enduring the time I could not give them. Their patience and love have been the foundation of this journey.
Today, as PinkRibbon International expands its mission beyond breast cancer to include all female gender-related cancers, I am proud that we remain true to our pledge: 85% of all donations go directly to research projects. With guidance from our Expert Advisory Group — composed of world-leading professionals — we ensure transparency, fairness, and global impact.
At the same time, I recognize that it is now time for me to step back as a board member. The organization is entering a new phase of leadership and professionalism. Beginning next year, I will join the Founders Council, where I will continue to watch, support, and safeguard PinkRibbon International’s growth from the sidelines.
I warmly invite everyone to remain critical, compassionate, and engaged — to help monitor and nurture PinkRibbon International with love — so that it may continue to grow into a beacon of hope and support for people in need all over the world.
