On September 20, 2010, the National Breast Cancer Coalition (NBCC) declared a deadline to end breast cancer —January 1, 2020. This is not a new idea for us. Our mission for almost 20 years has been the eradication of breast cancer. For decades, we’ve been fighting cancer with hope. For decades the lives of our daughters, mothers, and friends have been in the hands of hope. It isn’t working. That’s why NBCC launched Breast Cancer Deadline 2020®, a call to action for policy makers, researchers, breast cancer advocates and other stakeholders to end the disease by January 1, 2020. That’s why in September 2010, NBCC gave up hope as a strategy to end breast cancer. Today we have a strategic plan of action to achieve Breast Cancer Deadline 2020®.