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Ten years of Turquoise Takeover | Purposeful Connections

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Last month marked the incredible ten-year milestone of the LUNG FORCE Turquoise Takeover. Launched initially to unite individuals impacted by lung cancer and their caregivers and remove the unfortunate stigma and blame assigned to victims, LUNG FORCE has grown into a formidable movement. We three CCOP colleagues are proud to have dedicated our professional careers to sparking and fueling movements like this. 


LUNG FORCE is a beacon of hope, playing a significant role in helping the lung cancer survival rate climb by an astounding 52% in both men and women. It has done this by understanding that no one individual or organization can move mountains alone. Core to its success has been creating a community of over 2,000 LUNG FORCE Heroes—lung cancer patients and caregivers—who co-own this movement and have bravely shared their stories, fostering a supportive network for hundreds of thousands more through online platforms and in-person events. With corporate and foundation partners, it has raised more than $30 million for lung cancer research, contributing to the development of a phenomenal 55 new FDA-approved therapies for lung cancer. In concert with federal, state, and municipal legislators, it has successfully advocated and enacted a 130% increase in NIH lung cancer research funding. And, in collaboration with the American Thoracic Society and practitioners, created and implemented a guide in 2018 to aid in improving lung cancer screening programs in community hospitals and healthcare systems, with screening rates among eligible individuals increasing by 170%. This is just a fraction of its impact but also an incredible testament to the power of partnership and collective impact. 

We three long-term colleagues, together with many cherished peers, have relished the opportunity to contribute to making changes like this happen. When good things happen, there is always one common thread: they happen when we work together. Congratulations to the American Lung Association and the LUNG FORCE Heroes for leading this movement, saving lives and giving hope to countless families every day. — Andrea, Audrey and Kristian

🥗 Still not easy being green: Being sustainable is tough, especially as companies are increasingly under scrutiny for their decisions. Sweetgreen, a purpose-driven salad chain founded in 2007, has invested in sustainability, workers, and community initiatives since inception. But the company's recent move to add steak to its menu has outlets like the New York Times asking, "What about its climate goals?" Sweetgreen aims to be carbon neutral by 2027, yet beef is a massive contributor to climate change and will require either tradeoffs in other parts of the business or the purchase of carbon offsets. Sweetgreen waited years to add steak to its menu in an effort to find responsible and sustainable producers, saying "we see [this] as an opportunity to go and really be a change agent and catalyst in the supply chain." The issue highlights the fine line that so many businesses tread when it comes to making sustainable business decisions—it truly isn't easy being green.


🌴 The newest Amazon not Jeff Bezos. Forbes' 2024 Billionaires list named the Amazon Rainforest as the world's "richest billionaire" on a special advertising cover from Natura, based on the World Bank's 2023 valuation of the rainforest at $317 billion. The World Bank based its valuation on the Amazon's incredible biodiversity: it "regulates the global climate, it harbors 25 percent of known terrestrial biodiversity; its 'Flying Rivers' are critical for South American agriculture and hydropower; and it provides livelihoods for many rural populations."


AI 🤝 Coral reefs: AI certainly has a scary side to it, but the technology is also being leveraged for good. Take the autonomous marine research system—embedded in a solar-powered buoy—which aims to restore around 5,000 square meters of coral reefs in Malaysia. Globally, 2 million different kinds of animals live in or near coral reefs and 1 billion people benefit directly or indirectly from the "ecosystem services that coral reefs provide." With coral reefs in decline, monitoring their health is critical—but time- and resource-intensive, requiring human divers to take measurements and collect data. The research buoy takes pictures every 30 seconds, 12 hours a day, and then employs an AI algorithm to identify and count marine species. As a bonus, the buoy and cameras are less intrusive to native marine animals.


Gen Z's significance to companies as consumers, influencers, and workers is undeniable. Yet, older generations often make decisions about them without their input. Finding this counterproductive, Ziad Ahmed founded JUV Consulting to ensure Gen Z played a role in crafting campaigns and strategies that were targeted to them. Listen to hear Ziad’s insights on creating purpose-driven and inclusive campaigns for top companies, driven by the belief that the future revolves around Gen Z’s values of co-creation, community, and challenging conventions.


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