Luciana Holtz

Luciana Holtz is one of Brazil’s leading voices in the defense of cancer patients’ rights and a global advocate for health equity. She is the founder and president of Instituto Oncoguia, a nationally and internationally recognized nonprofit that informs, supports, and empowers people impacted by cancer. 

A psycho-oncologist by training, Luciana transformed her clinical frustration into systemic change. After witnessing patients receive diagnoses surrounded by fear and misinformation, she launched the Oncoguia portal in 2003 to provide accessible, reliable cancer information. By 2009, it had evolved into a full advocacy organization focused on education, patient support, and policy transformation. Under her leadership, Oncoguia has pioneered a model that integrates health education, emotional support, social mobilization, and political advocacy. Key initiatives include national awareness campaigns, public policy forums, a free helpline offering personalized guidance, and a support network for Black cancer patients. 

From 2011 to 2015, and again in 2022, Luciana led a Patient Navigation Program in São Paulo public hospitals in partnership with the American Cancer Society. She also served as national manager of Susan G. Komen’s Global Breast Cancer Awareness Initiative in Brazil (2007–2012) and is a frequent speaker and member of global coalitions focused on cancer and health equity. Luciana was named an Ashoka Fellow in 2015 and received the Jimmy Holland Award from the Brazilian Society of Psycho-Oncology in 2018. Instituto Oncoguia was honored with the Ricardo Boechat Award for its impact in the nonprofit health sector. In 2021, she completed an international program in Health Literacy and Empowerment in Argentina. During the COVID-19 pandemic, she led Oncoguia’s swift adaptation to ensure continuous support for patients and advocate for oncology as a public health priority. Luciana continues to lead with vision, compassion, and a commitment to patient-centered care.