The Windsor Cancer Centre Foundation (WCCF) has challenged people to take on an extreme challenge to help eradicate the "c-word".
The new Show Us Your Brave campaign is underway to raise money for the cancer centre's programs and help enhance treatment and support for Windsor-Essex cancer patients.
The campaign's climax is on Brave Day, June 22, when up to 90 fundraisers will rappel the 170-foot CIBC Building in downtown Windsor.
The WCCF hosted a launch event at Thyme Kitchen Wednesday morning, which concluded with media invited to the roof where the scaling will take place.
Heather Chauvin, a local author, TEDx speaker, and cancer survivor, is the program's ambassador. She was diagnosed 11 years ago with stage-four sporadic Burkitt lymphoma, which spread quickly through her abdomen.
She credited the care available in Windsor-Essex for helping her beat the disease.
"I was able to stay close to home, and obviously, that was very important for me as a mother and for my family, and for our healing journey," said Chauvin. "I say healing journey because I really choose to focus on healing and recovery, and not necessarily the diagnosis."
All money raised during the campaign will go to treatment and support programs at the WCCF.
For those wanting to rappel down the CIBC Building on June 22, registration and details are available on the WCCF's Show Us Your Brave webpage. Those who can raise a minimum of $1,500 will be able to rappel.
If you're squeamish about heights, the campaign encourages you to raise funds by doing something outside your comfort zone.
As of Wednesday afternoon, over $67,000 has been raised toward a $300,000 goal.