In response to extensive research led by the Yoplait Division of General Mills, Firefly Sisterhood was founded in Minnesota with a bright vision: a world where no one faces breast cancer alone. The Big Bold Experiment was a General Mills company-wide campaign to promote innovation and community engagement. The Yoplait team worked alongside Olson Agency, conducting focus groups with breast cancer survivors. What they discovered was that women were craving meaningful connections with peers who had been through similar experiences, and the idea of Firefly Sisterhood was born.

The image of the firefly was the perfect symbol for the idea of one-to-one peer support, mentors lighting the way through dark times. “The more fireflies, the brighter the light. It really encapsulated what we hoped to create by connecting survivors.”