Adrian J Cotterill, Editor-in-Chief
UK Outdoor media operator 75Media has donated 34 digital billboards to the charity Make 2nds Count, as part of a campaign to highlight the impact of the incurable but little-known disease secondary breast cancer.
50 landmarks from Blackpool Tower to Cardiff Castle were lit up in the colours of Make 2nds Count on Secondary Breast Cancer Day (13th October). Thirty four of 75Media’s digital billboards – from London to Scotland – have also taken part in activity over the course of several days to help raise awareness of the disease.
A huge part of this year’s Shine a Light campaign revolved around the Make 2nds Count patient community, including a striking collection of photos, “Truth be Told”, which showcases the visible and hidden aspects of living with secondary breast cancer.
The images, shot by photographer Jennifer Willis from Northern Ireland, aim to shine a light on both sides of daily life – the challenges and the hope, strength and positivity. Some of the amazing women from the patient community across the whole of the UK also share their stories of living well with secondary breast cancer in an inspiring series of videos. It is these images which have been used on 75Media’s digital billboards.
It’s estimated that 61,000 people in the UK are currently living with metastatic breast cancer, also known as secondary or advanced breast cancer, a form of the disease that has spread beyond the breast to other parts of the body. It claims 1,000 lives each month in the UK – that’s an average of 31 deaths every day.
Make 2nds Count is a nationwide charity focused on patients and families, dedicated to giving hope to those living with the disease and to raise awareness and funds for research to improve quality of life.
Emma Hall, Head of Operations for Make 2nds Count said “This is a wonderful opportunity to enhance our visibility and to promote the services we provide which we know are so greatly appreciated by patients and their families. Seeing images of people living positively through such a traumatic experience and hearing the stories of others in a similar position, is both a privilege and an inspiration. All too often the secondary breast cancer message can be overshadowed but this campaign puts it in the limelight and gives it a prominence which demonstrates that help, education and support are out there through our networks.”
Its latest survey found that many struggled to find information and support following their diagnosis and that there was no regular discussion of the side effects of treatment and the immense impact on their quality of life. Almost two-thirds (62%) did not find it easy to access information and support and the vast majority (95%) said there is a need for more informed support to help patients and their families deal with the repercussions of such a life-changing diagnosis. Nearly seven out of 10 (69%) of respondents also revealed that the side effects of treatment had an even greater impact on their quality of life than they had expected.
Mark Russell, director at 75Media, told us “We were absolutely delighted to offer this space to such a worthwhile cause. The images and videos are extremely moving, and hearing from real people about their own personal situation is incredibly powerful. We hope in some small way we’ve helped to amplify that message and reach new people with these vital messages.”
75Media’s network of digital billboards displayed the ‘Truth be Told’ campaign in Swindon, Bradford, Birmingham, Peterborough, Bolton, Manchester, London, Middlesbrough, Paisley, Motherwell, Wishaw, Glasgow, Rochdale, Leeds, Forth, Greenock, Irvine and Salford.
The Truth Be Told campaign runs throughout October as part of the wider Breast Cancer Awareness Month.
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