About Believe in the Gold

Believe in the Gold is a charitable foundation dedicated to supporting children and families affected by childhood cancer. Our mission is threefold: to raise awareness about childhood cancer, to provide financial assistance for medical expenses not covered by Alberta Health Care or extended benefit plans, and to fund groundbreaking research to improve treatments and outcomes for young patients.

Childhood cancer does not discriminate; it can happen to any child, in any family. It is the number one disease-related killer of children worldwide, claiming more young lives each year than asthma, muscular dystrophy, multiple sclerosis, and AIDS combined.

We are determined to change those statistics. Through increased awareness, community engagement, and research funding, Believe in the Gold is working toward a future where fewer children face this devastating disease.

Believe in the Gold was founded in memory of Jacey Uphill, a courageous young woman who lost her battle with Ewing’s Sarcoma in October 2012. While isolated in her hospital room, Jacey adopted the word “BELIEVE” as her personal mantra. She dreamed of making the gold ribbon, a symbol of childhood cancer, widely recognized, and of creating greater awareness of the impact this disease has on children and their families.

Despite the unimaginable challenges she faced, Jacey remained active in the community, raising awareness and inspiring hope. To carry on her vision, her mother, Shonalie Uphill, founded Believe in the Gold, transforming one young girl’s dream into a lasting legacy of support, advocacy, and love.