"Lack of awareness is the primary challenge. Very few people know that pediatric cancer is the public enemy #1 in terms of diseases that steal the lives of more children in the U.S. than any other. But once you tell someone about the need, you get their attention. And once you get their attention, you have a good chance of getting them involved and give them the power to know that they can make a difference. It is proven time and time again when someone registers to hold a Cookies for Kids' Cancer event who has no connection to me or Liam."

Cookies for Kids' Cancer is committed to raising funds to support research for new and improved therapies for pediatric cancer, the leading cause of death by disease for children under the age of 18. Through the concept of local bake sales, Cookies for Kids' Cancer provides the inspiration and support for individuals, communities, and businesses to help fight pediatric cancer. There are many ways to support Cookies for Kids' Cancer, including sending cookies for birthdays, anniversaries or just because. You don’t have to eat or bake cookies to be a "good cookie". Other supporters have run marathons, held tag sales, organized golf tournaments, collected spare change, and hosted car wash to support the cause. There is also an online place to donate once or once a month.

Roughly, 25 percent of kids diagnosed with cancer will not survive, Gretchen Witt's son Liam among them - he did not live to see his seventh birthday. In fact, pediatric cancer claims the lives of more kids in the U.S. than any other disease. The reason why is simple: lack of funds to get promising new treatments into the clinic. Approximately nine out of 10 research proposals submitted to the government for consideration each year do not receive funds, so money raised in the private sector is the only way to bring potentially game changing new treatments forward. Cookies for Kids' Cancer gives individuals anywhere and everywhere the opportunity to "Be a Good Cookie" and join the fight against pediatric cancer by providing the inspiration and the how-to's needed to host a bake sale. Gretchen, via Cookies for Kids' Cancer, literally puts money in the hands of doctors at leading cancer centers around the world to fund research that is changing pediatric cancer outcomes for the better. But Gretchen will not stop until kids stop dying from cancer. That's why Gretchen is a 2011 Woman of Worth!