Loaded Bow

 Roberta Hershon

Breast cancer has reached epidemic levels in the developed world.  In North America, there are few lives that this disease has not touched in one way or another.  Hope in Bloom was born after breast cancer entered the life of Roberta Hershon.  She founded the organization with the intention of creating sanctuaries for breast cancer patients in their very own garden.  Roberta took time to reflect on this important initiative and balancing running a charity alongside her business, Blue Plate Communications.

Loaded Bow: You are the Founder of Hope in Bloom. Can you tell us a little bit about its story?

Roberta Hershon:  The idea for Hope in Bloom began in the winter of 2005 when my friend Beverly was in the throws of treatment for breast cancer. I brought her a bouquet of flowers every time I visited and saw how she perked up. When spring was in the air, it was clear, Bev couldn’t take care of her own garden. I rallied all our friends to do the work for her. Again, being able to sit outside and admire her own garden provided an escape from the harsh world of cancer. When she passed away, I decided to honor my friend by bringing joy to others going through breast cancer treatment.

Before Hope in Bloom

After Hope in Bloom

LB: Hope in Bloom has set itself apart from many other breast cancer organizations by seeking to support those undergoing treatment through healing gardens. Can you tell us a little bit about the healing properties of gardens and the value of supporting patients in their living space?

RH:  Hope in Bloom does not plant healing gardens per se. That is gardens filled with medicinal herbs. We plant happy places where people can relax, experience color and fragrance and, hopefully, maintain a positive outlook. It’s our way of helping to distance breast cancer patients from the scary world of hospitals and the daily regimented routine they face. Having breast cancer means being surrounded by an endless sea of white coats, chilly treatment facilities and sterile exam rooms.

Studies have shown that gardens provide people with a beautiful haven to experience the calming effects of nature, which increases serotonin. boosts energy levels and wards off depression. In turn these healing benefits elevate morale allowing recipients to be more receptive to medical intervention.

After Hope in Bloom

The western medical community is starting to realize how important the mind/body connection is for patients and have a field of study called psychoneuroimmunology that examines how emotions interact with the mind.

We plant gardens for people to enjoy at home because when people are sick, the simple act of dressing to go out in public can be difficult and traveling to a park or an off-site garden is often exhausting. Furthermore, many people who are ill often have no desire to socialize. And, those with compromised immune systems are unlikely to risk infection by visiting a public place unless it is absolutely necessary.

LB: Hope in Bloom has an impressive list of partnerships. How have you developed these partnerships? What advice would you give to those whose work depends on partnerships?

RH:  I am in a unique position because not only can I help to promote companies via Hope in Bloom, through my public relations firm, Blue Plate Communications, I can open many more doors for our partners. In many cases I have simply reached out to companies that are in the gardening industry or other areas aligned with Hope in Bloom’s mission.

After Hope in Bloom

I would counsel people who need to form partnerships to examine the benefits each party will receive from the relationship and how to help each other. Continue to examine the situation every few months to be sure it’s still viable. Try to network through partners to expand available resources.

LB: You make multiple references to men with breast cancer on Hope in Bloom’s site. More often than not, this is overlooked in Breast Cancer communications. Why was it important to you to include men?

RH:  Breast cancer is blind. It’s an equal opportunity disease. While breast cancer in men accounts for only 2% of all breast cancer statistics, those four words: “you have breast cancer,” means life will never be the same anyone who is diagnosed. Men are just as likely to enjoy a garden as women, and I like men.

LB: You are also the Founder of Blue Plate Communications. How do you balance these two organizations? What are the differences between being an entrepreneur in the for-profit sector versus the non-profit sector?

I spend about 70% of my time during business hours on Blue Plate Communications because that’s what pays the bills. The remaining 30% of my focus during the day is on Hope in Bloom. I put in 2 to3 hours every evening working on Hope in Bloom as well.

The main difference in the for private vs. public sector is money. There is no limit on earnings in the for profit sector. In the non-profit world every dollar is gleaned through charitable donations or foundation grants. It’s far more difficult to raise money to support Hope in Bloom than seek new clients.

LB: Blue Plate actively supports non-profit organizations. What role does this play in your company’s mission and business plan?

RH:  Life is too short not to lend a helping hand whenever possible. I try to pay it forward. Blue Plate has worked pro bono or at a greatly reduced fee structure with many non-profits that are dear to my heart.

As a consumer of media targeted towards women, I am inundated with messages about breast cancer.  The majority of these campaigns are devoted to finding a cure for the disease.  While this is absolutely a noble cause, it is inspiring to find an organization that seeks to improve the quality of life by those affected with cancer.  This month Zoe and I are looking at work spaces.  Roberta has moved her work space beyond Blue Plate into the gardens of men and women in need of a little extra colour in their life.  Currently, gardens are from Hope in Bloom are only available in Massachusetts, but there are plans to expand into other states soon.  If you are interested in volunteering, you can find more information here.

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