The campaign, founded by Swig creator Nicole Robison after her own experience with medical debt following a cancer diagnosis at age 37, focuses on providing direct financial relief. Robison launched the project inspired by an anonymous donor who once cleared her own treatment bills. Today, the program functions as a national support network, selecting recipients who are currently navigating the physical and financial tolls of diagnosis and recovery.

Personal narratives drive the project’s visibility. Recipients like Kendra Levering, who relied on the brand’s routines during chemotherapy, and Joy Skarka, who faced a double mastectomy shortly before losing her husband to brain cancer, highlight the human cost of the disease. Meanwhile, the campaign also emphasizes preventative care; for Utah resident Carrie McKee, a simple donation to the program at a Swig location served as a reminder to book a mammogram, which ultimately led to her own early-stage diagnosis.

Funds are generated through sales of the company’s fall menu and merchandise, as well as customer donations at over 170 locations in 17 states. Beyond monetary aid, the initiative accepts nominations for women currently undergoing treatment. Those seeking assistance or looking to support the effort can find details and nomination forms at SaveTheCups.org.