The owner of a posh retail store in a tony Vancouver shopping area has received multiple threats after displaying a controversial advertising campaign that liberally uses the f-bomb in an effort enlighten young people about early cancer detection.

Moulé boutique on West 4th Ave. in Kitsilano first posted "F*** Cancer" signs on all of its windows Friday in solidarity with the cancer movement of the same name, an organization aimed at educating generation Y about early cancer detection.

The giant exterior window logos generated immediate and passionate responses.

Moulé owner Michael Gorenstein, who started selling the censored and non-censored not-for-profit F*** Cancer t-shirts and merchandise a year ago, said a lot of angry people have called to complain about the signs, which they feel are obscene. Two have threatened to smash all the store windows.

To calm the tension, Gorenstein put tape up over the offensive word, just to have it ripped down less than a day later. He said some people are upset about the word itself, while others are mad about him censoring it.

"We're having this tug of war with people ripping off the censors I've put up and then at night people are putting them back up," he said. "I give up."

Gorenstein said taking the message to a window display is a big departure for the company, but one he felt was appropriate after a year of selling the merchandise inside and receiving "heartfelt reactions" because of people's personal experiences with cancer.

He feels the anger is misplaced.

"They're mad at the word and not willing to look at the message. That word's bad but cancer's worse."

The message

F*** Cancer founder, 23-year-old Yael Cohen, told ctvbc.ca she's excited by the feedback, good or bad, as long as it opens up dialogue between Generation Y and their parents about early cancer detection.

"Our parent's generation didn't talk about cancer -- the dreaded C word. So we're using the F word to discuss the C word," she said.

Cohen started the movement in honour of her mother, Diane, whose routine mammogram lead to a cancer diagnosis and bilateral radical mastectomy two years ago. The young cancer crusader has made it her mission to enlist young people's attention through this bold declaration because not many young people are talking about cancer.

She said as part of the generation that talks to their parents much more than any other, Generation Y'ers have the responsibility to speak up.

"We're flipping the switch. Our parents set us down for the sex talk and now we're going to sit down and talk to them about cancer," she said.

"If there's ever a time to use the word f***, it's right now."

The message appears to be catching on. The campaign has drawn some heavy-hitting supporters, including Vancouver chanteuse Sarah McLachlan and superstar DJ Steve Aoki, who proudly wear the t-shirt on its website.

On Wednesday, all four Moule stores, two in Vancouver, one in Winnipeg and one in Portland, Oregon, will donate 10 per cent of its profits to F*** Cancer. Click here to learn more.