Monday, October 14, 2024, 11:23
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October is breast cancer awareness month worldwide, a time of year when different actions are carried out to raise awareness about the disease. However, this pathology encompasses a less known reality: metastatic breast cancer, which affects more than 30,000 people each year in Europe and more than 2,000 in Spain. In this context, #laMquefaltathe movement of the Spanish Metastatic Breast Cancer Association (AECMM) in collaboration with the Daiichi Sankyo Alliance | AstraZeneca continues with its awareness-raising actions to include the reality experienced by patients with metastatic breast cancer in the conversation about breast cancer.
After having dyed the Madrid Metro Sol station pink and changed the emblematic «M», of Metro, for the «M», of the movement, to encourage conversation around the disease in 2023, this year it will cause several Spanish cities to lose the letter eme. Will install monumental letters in emblematic places of Madrid, Malaga and Las Palmas de Gran Canaria without the emes in their names with the aim of generating a high impact on the general population and involving them in the need to include the eme, of metastatic, in the conversation about breast cancer. The emes will recover days later.
The campaign began on October 10 with the installation of monumental corporeals with the names of Madrid, Málaga and Las Palmas de Gran Canaria in emblematic places of these cities with this particularity: the “M” will be missing. Starting on the 13th of this month, World Metastatic Breast Cancer Day, The names will be completed with #laMquefalta. In addition, people who go to the location of the corporeals will be able to obtain information about the movement and join it by taking a photo and sharing it along with the hashtags #laMquefalta and #CáncerDeMamaMetastásico.
«Metastatic breast cancer is a harsh reality that continues to be hidden despite the fact that each year it leaves more than 6,0004 dead. For this reason, from the Association we want more than ever to raise awareness in society, so that this disease is visible to everyone.
everyone, and so that it is not forgotten,” he says. Pilar Fernandezpresident of the Spanish Metastatic Breast Cancer Association.
In this regard, Ana Zubeldia, Head of Oncology at Daiichi Sankyo Spain, points out that from the Alianzto “our commitment is to continue joining forces to continue helping patients with metastatic breast cancer. For this reason, we continue to provide therapeutic innovations that contribute to lengthening and providing a better quality of life.”
In turn, Marta Moreno, director of corporate affairs and Market Access at AstraZeneca Spain, adds that «this high impact campaign “Aims to reach as many people as possible, so that they know the reality of patients with metastatic breast cancer, that they know the challenges they face and join this difficult, but necessary conversation.” “And, despite the advances in terms of the pathology, we still have a long way to go to improve the quality of life of those who suffer from this pathology.”
On #laMquefalta
Breast cancer is in the metastatic stage when it spreads to other parts of the body, beyond its primary origin in the breast. Today it continues to be one of the great challenges for science due to the diversity of its clinical manifestations, since metastasis can be located in different parts of the body such as the bones, liver, brain or lungs. In this sense, the social awareness movement #laMquefalta has made metastatic breast cancer a more visible reality, but there is still much to do.
Where can you find the corporeal ones?
Madrid – from October 10 to 14 in C/ Gran Vía with C/ Alcalá.
Málaga – from October 10 to 19 at C/ Molina Lario corner C/ Cortina del Muelle.
Las Palmas de Gran Canaria – from October 10 to 19 in the Plaza de la Puntilla, on Las Canteras Beach.
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