The Aseda Project, funded by the Shoppers Foundation for Women’s Health, aims to address the disproportionate impact of breast and cervical cancer on Black communities by increasing awareness, improving access to culturally relevant information, and supporting navigation of the healthcare system.

Rooted in gratitude — “aseda” meaning thank you in Twi (Ghanaian Akan) — the project creates space for participants to share their lived experiences in their own words, recognizing the strength, resilience, and care that exist within Black communities.

One component of the initiative, the Our Health In Our Hands campaign, is a storytelling and photography campaign dedicated to honouring the journeys of Black individuals and families impacted by breast and cervical cancer, while uplifting the voices of caregivers, survivors, and community members. Through powerful portraits and personal narratives, Our Health In Our Hands celebrates the courage it takes to navigate diagnosis, treatment, survivorship, and caregiving, ensuring these stories are acknowledged, respected, and remembered.

Beyond storytelling, the campaign plays an important role in breaking stigma and silence around cancer within Black communities. By centering authentic experiences and culturally grounded perspectives, Our Health In Our Hands helps challenge misconceptions, reduce fear, and encourage more open conversations about prevention, screening, and support. The stories not only foster connection and healing within our communities, but also helps inform health systems and organizations about the realities people face, contributing to more equitable, responsive care. Ultimately, this campaign is both a tribute and a catalyst—honouring journeys while inspiring awareness, understanding, and change.