Eisai Inc. and METAvivor have announced the launch of Beneath the Breast, a new initiative of the #ThisIsMBC campaign. Beneath the Breast spotlights imagery of eight people living with metastatic breast cancer (MBC) and their significant others to highlight the impact that MBC has had on themselves as well as their personal relationships. The campaign features stunning images and video content to spark and evoke emotion, promote open dialogue and public awareness, understanding and acceptance of MBC. The exhibit will be unveiled during the San Antonio Breast Cancer Symposium (SABCS) taking place December 10-14, 2019 at booth #327.
“MBC is not just a patient disease but a family disease,” said Halli Lannan, MBC patient, advocate and participant of Beneath the Breast. “My wife and I work every day to overcome the challenges we both experience individually and as a couple and hope to inspire others to do the same through the portraits and messages of this campaign.”
The project aims to encourage others living with MBC, their friends and loved ones, to share their individual experiences through creative expression on social media. Those living with MBC and those who support them can get involved by sharing a video about their personal story using #ThisIsMBC. Following SABCS, the exhibit will live exclusively on MBCInfoCenter.com where people can view the portraits, hear inspirational stories, find helpful resources and show support for those living with MBC.
“This campaign was created to explore the unique challenges ‘Beneath the Breast’ that couples face related to an MBC diagnosis such as communication, intimacy, family planning and change,” said Beth Fairchild, President of METAvivor. “Through this initiative, we hope to bring these couples closer together by offering an avenue to creatively express their feelings, feel less alone and inspire others.”
“As a company that is passionate about addressing the needs of the MBC community, we have created this year’s campaign to draw attention not only to the impact that MBC has on the patient but also on his or her own personal relationships,” said Teresa Cronin, Director of Corporate Advocacy at Eisai Inc. “This campaign is inspired by our human health care (hhc) mission through which we make every effort to connect patients and their partners in a meaningful way while raising awareness to the real-life experiences of people living with metastatic breast cancer.”
To make a donation to MBC research and support those living with MBC, please visit METAvivor contributions. Each participant who donates $25 or more can receive a complimentary #ThisIsMBC Beneath the Breast note card set.