Eisai teams up to bring to life the #ThisIsMBC Elements campaign through fashion

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WOODCLIFF LAKE, N.J. — Presenting sponsor Eisai and METAvivor announced Monday 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.


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