AstraZeneca Launches Nationwide Photo-Sharing Campaign for Women with Metastatic Breast Cancer

To show their support, women living with metastatic breast cancer can upload photos of themselves on social media using the campaign hashtag #MBCStrength. Photos posted on Twitter by October 1, 2014 and tagged with #MBCStrength will be considered for a Times Square display in New York City on the fifth anniversary of Metastatic Breast Cancer Awareness Day on October 13, 2014.

“So many things changed after my diagnosis, and it was overwhelming at times,” said Linda Carey, Co-Founder of The Tutu Project, a once private photography venture with her husband that has since gained global attention and helps raise funds for women with breast cancer. “But expressing myself through art has helped me move forward and allowed me to reconnect with my life. I encourage all women with metastatic breast cancer to take pride in their journey.”

Women living with metastatic breast cancer, an advanced form of breast cancer that has spread to other parts of the body, often face challenges distinct from those with earlier stage cancer. For many, the desire to share their stories and connect with other members of the metastatic breast cancer community is an essential part of the journey. The #MBCStrength photo-sharing campaign is an opportunity for women to find strength and solidarity in the experiences of others living with the disease.

Educational resources are also important for many women facing a metastatic breast cancer diagnosis. To address this need, AstraZeneca is continuing to expand MyMBCStory.com, a site that features patient stories and provides tools and information tailored to women with metastatic breast cancer and their loved ones. Since the launch of MyMBCStory.com during National Breast Cancer Awareness Month in October 2013, Linda Carey, Jewel Crawford Ajibade and Priscilla Dzurich Ribera have enriched the site through their personal accounts and perspectives as women living with metastatic breast cancer.

“Each person living with metastatic breast cancer will find their own methods of coping. In addition to working with newly diagnosed patients, I hold a day job that keeps me energized and grounded,” said Ajibade, a proud mother of two boys and a patient advocate with Living Beyond Breast Cancer. “There is no ‘right’ way to battle this disease, just your way. But one of the first steps we can take in this journey is to open up to our community by sharing our stories.”

“Patients are at the heart of everything we do at AstraZeneca, and this campaign reinforces our commitment to the strong, inspiring women who live with metastatic breast cancer every day,” said Gregory Keenan, MD, Vice President, Medical Affairs and U.S. Head Medical Officer, AstraZeneca. “Our goal is to further connect these women during their journeys and provide access to tailored educational tools.”

To learn more about the #MBCStrength photo-sharing campaign and read accounts from women living with metastatic breast cancer, visit MyMBCStory.com. For additional resources and information, visit our community partners at www.lbbc.org or www.mbcn.org.

NOTES TO EDITORS

About MyMBCStory.com

A concerted effort among Living Beyond Breast Cancer, Metastatic Breast Cancer Network and AstraZeneca, MyMBCStory.com is an online community created for women living with metastatic breast cancer and for the family and friends who care for them. On this site, women can learn about metastatic breast cancer and treatment options, find tips on how to take care of their body, read accounts from other women living with the disease and celebrate their life experiences by sharing a personal story with loved ones.

About AstraZeneca

AstraZeneca is a global, innovation-driven biopharmaceutical business that focuses on the discovery, development and commercialization of prescription medicines, primarily for the treatment of cardiovascular, metabolic, respiratory, inflammation, autoimmune, oncology, infection and neuroscience diseases. AstraZeneca operates in over 100 countries and its innovative medicines are used by millions of patients worldwide. For more information please visit www.astrazeneca-us.com.

About Living Beyond Breast Cancer

LBBC’s mission is to connect people with trusted breast cancer information and a community of support. National conferences, monthly webinars, regional community meetings, the Guides to Understanding Breast Cancer and a toll-free Breast Cancer Helpline are just a few examples of the services that are provided, always at little or no cost. If someone you know has recently been diagnosed, is in treatment, recovery, years beyond their diagnosis or living with metastatic breast cancer, LBBC can help. For more information, visit lbbc.org or call (855) 807-6386.

About Metastatic Breast Cancer Network

MBCN is a national, independent, nonprofit, patient advocacy group dedicated to the unique concerns of the women and men living with metastatic breast cancer. We strive to help those living with stage IV breast cancer be their own best advocate through providing education and information on treatments and coping with the disease. For more information, visit www.mbcn.org.

Media Inquiries:

AstraZeneca
Michele Meixell: 302-885-2677
Michelle Cosgrove: 301-398-0408