#ThisIsMBC Campaign for Patients with Metastatic Breast Cancer

January 18, 2022

The #ThisIsMBC campaign is an initiative that was launched in 2016 by Eisai Inc., a U.S. subsidiary of Eisai, in collaboration with METAvivor, a non-profit organization dedicated to increasing awareness about metastatic breast cancer (MBC) and support for patients.

The purpose of this campaign is to support patients and their families by communicating the truth about people living with MBC through creative expression to increase awareness of MBC. The campaign also aims to encourage research and development on MBC.

By documenting the experiences of patients and their families and sharing them through SNS, the campaign intends to give courage to survivors and help general public understand the impact of the disease. Here are the campaigns that took place each year.


#ThisIsMBC Serenity campaign in 2017

By painting the bodies of 16 MBC patients and photographing them underwater, #ThisIsMBC Serenity campaign aimed to educate society broadly about MBC and to make patients aware of the importance of connecting with other patients through social media.

Please visit here to watch the patient stories.  


#ThisIsMBC Elements campaign in 2018

The Elements campaign spotlights 9 people living with MBC who shared their personal stories through powerful portraits and videos conveying the impact of the disease on a person’s mind, body and spirit. By sharing individual experiences through creative expression, the campaign aimed to encourage others living with MBC, their families and friends, to help build and maintain relationships that provide support, strength and encouragement, and to change misperceptions about the disease.

Please visit here to watch the patient stories.


The popularity of the campaign was so widespread that it caught the attention of Ana Ono, a designer who specializes in lingerie and swimwear for those affected by breast cancer. The designer brought to life the #ThisIsMBC Elements campaign on the runway, during her fashion show at New York Fashion Week. The MBC patients who participated in the Elements campaign took part in the show as models, confidently walking the runway wearing lingerie for breast cancer patients.


#ThisIsMBC Beneath the Breast campaign in 2019

#ThisIsMBC Beneath the Breast campaign was launched to raise awareness of the difficulties that lie "beneath" the breast of MBC patients. 7 patients and their partners talked about delicate issues such as communication, intimacy, family planning and changes in life, which they experienced after being diagnosed with MBC.

Please visit here to watch the patient stories.


#ThisIsMBC Perseverance campaign in 2020

The #ThisIsMBC Perseverance campaign featured 12 patients living with MBC and highlighted the daily joy, difficulty, and reality of living with MBC through photos and videos to increase public awareness, understanding and acceptance of MBC.

Please visit here to watch the patient stories.


#ThisIsMBC FearLESS campaign in 2021

#ThisIsMBC FearLESS campaign showcases photos and video stories of 10 participants who are living fearLESSly through friendship, community and living life each day with meaning after being diagnosed with MBC. This campaign also aims to promote public awareness, understanding and acceptance of MBC.

Please visit here to watch the patient stories.


Through this campaign, Eisai will continue to support MBC patients and their families and strive to increase awareness of MBC in society.



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