Ei­sai re-ups metasta­t­ic breast can­cer aware­ness cam­paign with strik­ing pa­tient pho­tographs

Ei­sai is de­but­ing the newest ads in its long-run­ning “This is MBC” cam­paign this week. In what’s be­come an an­nu­al tra­di­tion, Ei­sai and metasta­t­ic breast can­cer ad­vo­ca­cy part­ner META­vivor will show the strik­ing pho­tographs of peo­ple liv­ing with metasta­t­ic breast can­cer first at the San An­to­nio Breast Can­cer Sym­po­sium (SABCS).

The new “Imag­ine” cam­paign fea­tures 12 pa­tients pho­tographed around wa­ter­falls to sym­bol­ize that same kind of sud­den drop in­to a pool that MBC caus­es in a per­son’s life, said Beth Fairchild, co-founder of #Can­cer­Cul­ture who was the pres­i­dent of META­vivor six years ago when the cam­paign be­gan. Fairchild, who is liv­ing with MBC, has helped cre­ate all of the an­nu­al “This is MBC” cam­paigns.

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