A Conversation on Advocacy with VP of Marketing at American Cancer Society, Vanessa Peace
Oct 03, 2024
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Vanessa Peace, Vice President of Marketing at the American Cancer Society, joins our latest Dominate Your Day episode to share her journey as an advocate. From a successful corporate career in marketing to becoming a passionate advocate for her daughter Ella, who has Rett syndrome, Vanessa’s story is one of courage, leadership, and purpose.
From Professional Leadership to Personal Advocacy
Vanessa’s career includes leadership roles at Southwest Airlines, AT&T, and Children’s Health before joining the American Cancer Society. But it’s her personal story, shaped by her daughter Ella’s diagnosis with Rett syndrome, that has deeply informed her path as an advocate.
“I feel like I’ve always been trying to be a voice for people who needed to find their own voices,” says Vanessa. From advocating for her team in the workplace to navigating the complexities of Ella’s medical care, Vanessa has evolved into a fierce advocate for others. Ella’s non-verbal, non-mobile condition, coupled with severe epilepsy and breathing issues, thrust Vanessa into an advocacy role where her voice became Ella’s lifeline in navigating medical decisions.
Advocating for Others, Learning to Advocate for Herself
Despite her success as a leader, Vanessa struggled with advocating for herself. Like many, she experienced imposter syndrome—questioning whether she was “good enough” to ask for promotions or new opportunities. However, when it came to advocating for Ella, Vanessa found her voice.
“When it comes to my children, that mama bear just comes out, and I have no trouble being rude if I have to... very direct, very honest about what my needs are in terms of caring for my children,” she shared. Over time, Vanessa’s advocacy skills extended beyond her family. She began advocating for other families with children who have similar conditions, helping them secure resources in their school districts and within the medical community.
Advocacy Takes on a Larger Scale
One of the pivotal moments in Vanessa’s advocacy journey was when she spoke before the Medicaid Medication Review Board in Austin, Texas. With only three minutes to present her case, she successfully advocated for a new therapeutic treatment for Rett syndrome to be covered by Medicaid, making it accessible to more families. This experience marked a significant shift, where her professional skills merged with her personal mission, allowing her to use her strengths to affect real change.
“When it's done well, when you speak from a place of authenticity, when you aim to connect with the person that you're delivering the message to, even when it's a difficult message or a difficult request, as long as you're coming at it from a space of humanity, more than likely the person will receive the message you’re sharing,” Vanessa said, emphasizing the power of connecting through genuine communication.
Strengths in Action: Leaning Into What Matters Most
Vanessa has leveraged her CliftonStrengths, including Activator, Woo, and Communication, in her advocacy work. Her Activator strength drives action, firing her up to solve problems—whether it’s launching a marketing strategy or advocating for children with medical complexities. Her Woo allows her to connect with decision-makers, empowering her to relate to people on a deep level, while Communication enables her to tell powerful stories that inspire action.
“Being an advocate has been really about leaning into my strengths,” Vanessa says. She’s learned to channel her strengths not only to succeed in her corporate roles but also to serve as a voice for those who cannot speak for themselves.
From Rett Syndrome to Cancer Advocacy
Vanessa’s role at the American Cancer Society (ACS) aligns with her passion for advocacy. She helps build partnerships with corporations and raises awareness through purpose-driven marketing. In addition to funding research, ACS provides crucial support through services like the 24/7 cancer helpline, free Hope Lodges near cancer treatment centers, and the Road to Recovery program, which offers free rides to cancer patients for their treatments.
“The problem with cancer is that it’s not going away anytime soon,” Vanessa points out. This is why advocacy, especially at the policy level, remains critical to ensure patients and caregivers get the support they need.
A Focus on Equity in Cancer Care
At the heart of ACS’s mission is ensuring equity in cancer diagnosis and treatment. Vanessa highlights troubling statistics, such as Black women being 41% more likely to die from breast cancer compared to white women, despite the overall death rate from breast cancer having dropped by 43% since 1989. This gap underscores the need for continued research and advocacy to ensure all communities have equal access to life-saving treatments.
One way ACS is tackling these disparities is through the Voices study, which recruits Black women who have not been diagnosed with cancer to gather long-term data and uncover why certain populations are more vulnerable. “We need to learn more about the why so that we can help that community,” Vanessa explains.
Purpose-Based Advocacy: Fighting for a Cause
Vanessa’s advocacy efforts extend into the fight for better breast cancer screening options. ACS is pushing for insurance companies to cover more than just mammograms, such as sonograms for women who may need additional screenings.
Her work at ACS embodies her belief in purpose-based marketing—using her unique strengths to drive awareness, advocate for equitable care, and ultimately, make a difference.
Vanessa Peace’s journey as an advocate offers inspiration to anyone who wants to turn their personal challenges into a platform for change. Whether advocating for a loved one or working on behalf of millions affected by cancer, Vanessa’s story shows how leaning into your strengths, communicating with authenticity, and taking action can make a profound difference in the world.
About Vanessa Peace
Vanessa Peace is the Vice President of Marketing at the American Cancer Society. She is passionate about advocating for her daughter, Elle, and others diagnosed with Rett Syndrome.
Episode Minutes:
- Minute 1:00 — Vanessa’s Journey to Advocacy
- Minute 9:00 — Strengths and Personal Branding
- Minute 14:00 — American Cancer Society
Episode Links:
- Visit cancer.org
- Connect with Vanessa on LinkedIn
- Get your copy of The Strengths Journal
- Visit danawilliamsco.com
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