On September 30, 2015 Pfizer Inc., in partnership with five leading breast cancer advocacy organizations, reported the next chapter of the Breast Cancer: A Story Half Told initiative, launched in 2014 to identify public misperceptions and gaps in knowledge surrounding metastatic breast cancer (MBC), the most advanced form of breast cancer (Press release, Pfizer, SEP 30, 2015, View Source [SID:1234507620]). Research conducted as part of this initiative revealed that the majority of Americans (60%) reported they know little to nothing about MBC.1The new chapter aims to address this lack of understanding through the perspectives of women living with MBC, as chronicled by prominent photographers.
Schedule your 30 min Free 1stOncology Demo!
Discover why more than 1,500 members use 1stOncology™ to excel in:
Early/Late Stage Pipeline Development - Target Scouting - Clinical Biomarkers - Indication Selection & Expansion - BD&L Contacts - Conference Reports - Combinatorial Drug Settings - Companion Diagnostics - Drug Repositioning - First-in-class Analysis - Competitive Analysis - Deals & Licensing
Schedule Your 30 min Free Demo!
"The findings from our Story Half Told research underscored the need to bring metastatic breast cancer into the public dialogue in a meaningful way. Through this program, we are aiming to do that not only by communicating the facts about metastatic breast cancer, but by sharing the stories of women who are living with it," said Liz Barrett, president and general manager, Pfizer Oncology. "Pfizer is proud to be working with our advocacy partners and Story Half Told participants to dispel misperceptions, combat stigma and foster a more inclusive breast cancer conversation going forward."
MBC affects 150,000-250,000 women in the U.S. alone.2 As part of this initiative, five photographers with a significant Instagram presence have joined with Pfizer to capture the daily lives of five women living with MBC. This photography-based initiative is featured on the @StoryHalfTold Instagram account, as well as on www.StoryHalfTold.com (link is external) and the program Facebook and Twitter accounts. Through this program, Pfizer invites others with MBC and all those who support them, to join in and share their own photos and messages of hope using the hashtag #StoryHalfTold.
"Story Half Told continues my dream as a lifer to help educate the nation about metastatic breast cancer," said Holley Kitchen, who participated in the program. "Through photography, this program depicts the unique challenges we face daily – and expresses that our lives continue as normally as possible despite our disease."
"The Story Half Told program strives to create an environment where people across the country can become more knowledgeable about metastatic breast cancer," said Shirley Mertz, president, Metastatic Breast Cancer Network. "At the same time, they can join an initiative to support women living with the disease who often feel alone. When people truly understand what a group of women are facing, human compassion, improved communications and support naturally follow."