There are words that go very well with childhood and then there are words that should never be written in the same sentence. Our new communication concept for the Swedish Childhood Cancer Fund demonstrates the injustice of suffering from childhood cancer, and the inexplicable nature of the disease. Researchers do not yet have an answer as to why some get sick, it is a disease and a word that shouldn’t have anything to do with children. The vision of the Swedish Childhood Cancer Fund is to eradicate childhood cancer. Childhood and cancer don't belong together.