A campaign to highlight incurable secondary breast cancer is set to be seen across the country thanks to a generous media donation by leading Out of Home company Clear Channel UK.
The initiative, being launched in Manchester on April 22, will boost the Fight To Be Heard campaign run by UK-wide charity Make 2nds Count and raise much-needed awareness of secondary breast cancer.
At the heart of the campaign is a powerful image of 20 female secondary breast cancer patients, from all across the country, whose shared experience is the perception that they are treated as second best since their form of the disease is largely unknown – despite the fact it kills 1000 women in the UK each month.
Secondary breast cancer – also known as metastatic, advanced or stage IV breast cancer – is a cancer that has spread beyond the breast to other parts of the body and is incurable. On average there are around 35,000 patients in the UK currently living with this form of the disease.
A YouGov poll commissioned by the charity revealed 38% of the British population are unaware of secondary breast cancer and although 21% are aware they don’t know the disease’s common signs/symptoms.
Fellow secondary breast cancer patient and Make 2nds Count founder Lisa Fleming was determined to raise awareness and build a campaign with women UK-wide, all of whom shared the same desire to stand up and ‘Fight to be heard!’.
Now, thanks to the fantastic contribution of Clear Channel, the campaign is going live on the busiest arterial road in Manchester, the Mancunian Way, and the city’s Bury New Road, in a dedicated two-hour time slot. It will also be seen throughout shopping centers across the UK.
The emotive image was originally created, by world-renowned photography studio Sane Seven, for October’s Breast Cancer Awareness month and seen then in Manchester and Birmingham. The mission to go national came when one of the models, Kimberley Noble from Chester, approached Clear Channel for their help.
Martin Corke, Clear Channel UK Chief Marketing Officer says, “We were blown away by the hard work and dedication of Make 2nds Count and instantly knew their important message needed to be broadcast across the country. Their campaign is both moving and inspiring, and we’re proud to lend our support.”
Since the October shoot, some of those who took part are now too unwell to attend the launch and, tragically, one has died. Emily Roberts from Shrewsbury was 31 and the mum of three girls, Annie, three, Evie, five, and Isla, 10. Jason, Emily’s husband, will be joining his girls in Manchester and be part of the campaign that will focus on the loss of Emily and, it’s hoped, make people stop, look and learn more about the signs and symptoms of this largely forgotten form of cancer.
Make 2nds Count was founded to support patients and families, educate and raise funds for research into the disease. Broadcaster and Loose Women star Carol McGiffin has just been appointed as its first ambassador and the Fight To Be Heard campaign has already attracted celebrity support from more than 70 influencers and high-profile personalities.
They include EastEnders’ Tina Carter, actress Luisa Bradshaw White, who says, “There have been a few Breast Cancer scares in my household and the scare alone felt life-changing. I am thrilled to be part of this campaign and spread the word about secondary breast cancer as it’s so important.”