WOODCLIFF LAKE, N.J., Feb. 11, 2019 /PRNewswire/ -- Presenting sponsor Eisai Inc. and METAvivor announce today that they have joined forces with AnaOno Intimates and Project #Cancerland to bring to life the #ThisIsMBC Elements campaign through fashion, during New York Fashion Week. The fashion show, created to raise funds for metastatic breast cancer (MBC) research, featured MBC patient models, some of whom were featured in the Elements campaign. Each model proudly walked the runway modeling lingerie by AnnaOno, a designer who specializes in lingerie and swimwear for those affected by breast cancer.
"This event is about acknowledging the lives of every MBC patient as they can live well in spite of their terminal diagnosis," said Beth Fairchild, President of METAvivor. "The #ThisIsMBC Elements campaign, as well as AnaOno's efforts, represent the reality of living with MBC and brings to life their experiences."
The Elements project aims to encourage others living with MBC, their friends and loved ones, to share their individual experiences through creative expression; to help build and maintain relationships that provide support, strength, encouragement and change misperceptions about the disease. The campaign lives on MBCInfoCenter.com. Each month, a new portrait and theme will be unveiled and added to the Elements gallery on the site to inspire patients on their journey. Those living with MBC and those who support them can get involved by sharing a video about their personal story using #ThisIsMBC.
"This year we chose to feature the #ThisIsMBC Elements campaign because it closely aligns with our mission to change the conversation about MBC from being solely focused on surviving to talking about living while giving individuals the empowerment and strength in knowing they are never alone in their journey," said Dana Donofree, Founder of AnaOno Intimates. "The Elements campaign told this story through photography and we did so through fashion."
"We are honored to be a presenting sponsor at this year's show," said Teresa Cronin, Director of Corporate Advocacy at Eisai Inc. "Driven by our human health care mission, we are committed to help raise awareness about MBC and the needs of this underserved community. We are proud to align ourselves with organizations who share this vision."
To make a donation to MBC research and support those living with MBC, please visit METAvivor contributions. Each participant who donates $25 or more can receive a complimentary #ThisIsMBC journal featuring portraits and stories from Elements.
METAvivor Research and Support Inc. is an Annapolis-based, 501(c)(3), volunteer-led, non-profit organization founded by metastatic breast cancer (MBC) patients in 2009. The focus of the organization is to fund critical research that will lead to advances in treatment options, quality of life and survival for patients diagnosed with MBC. Since 2009, METAvivor has awarded 62 research grants totaling over $6.3 million. METAvivor is the only national organization with a peer reviewed grant program aimed at exclusively funding MBC research, and 100% of all donations go to fund research.
METAvivor also raises awareness of MBC, provides support for people living with this disease, and offers opportunities for others to help make a difference for the metastatic community. METAvivor has gained a rapidly growing following within the breast cancer community, and has become a leader in its field.
About Eisai Inc.
At Eisai Inc., human health care (hhc) is our goal. We give our first thoughts to patients and their families, and helping to increase the benefits health care provides. As the U.S. pharmaceutical subsidiary of Tokyo-based Eisai Co., Ltd., we have a passionate commitment to patient care that is the driving force behind our efforts to discover and develop innovative therapies to help address unmet medical needs.
Eisai is a fully integrated pharmaceutical business that operates in two global business groups: oncology and neurology (dementia-related diseases and neurodegenerative diseases). Each group functions as an end-to-end global business with discovery, development, and marketing capabilities. Our U.S. headquarters, commercial and clinical development organizations are located in New Jersey; our discovery labs are in Massachusetts and Pennsylvania; and our global demand chain organization resides in Maryland and North Carolina. To learn more about Eisai Inc., please visit us at eisai.com/US and follow us on Twitter and LinkedIn.
SOURCE Eisai Inc.
Type Press Release
Date Released February 11, 2019