The PSA, entitled “Surviving Looks A Lot Like Thriving,” is designed to raise awareness about progress that is being made through research and the ongoing need for innovative breast cancer research. While highlighting opportunities to get involved in creating a future without breast cancer, the PSA also emphasizes how, thanks to research advances, Canadian breast cancer mortality rates have fallen and survivors are leading longer, more active and fulfilling lives.
In 2015, one in 9 Canadian women is expected to develop breast cancer during her lifetime, and 1 in 4 (26%) cancers diagnosed in women in Canada are breast cancer. While it is the second leading cause of cancer deaths in Canadian women, after lung cancer, fewer women are dying from it today than in the past due to advances in treatment for many breast cancers. In fact, breast cancer deaths have decreased by 44% since the peak in 1986.
The PSA encourages people to visit standup2cancer.ca/breastcancer and cbcf.org to learn more about advances in breast cancer research, clinical trials testing innovative treatments and how to get involved.
“I am proud and honored to join Stand Up To Cancer Canada and the Canadian Breast Cancer Foundation in this critical initiative,” said the Award-winning and Canadian-raised actress Cattrall.
In the PSA, Cattrall shares the story of a Canadian woman who, four years since completing treatment, is enjoying her new found cancer-free life and is seen jumping and doing flips on a trampoline. “Breast cancer flipped Katherine’s world upside down. But in the five years since she underwent treatment, Katherine’s been doing some flips of her own,” says Cattrall.
The actress adds that, “Stand Up To Cancer Canada and the Canadian Breast Cancer Foundation have teamed up to accelerate the pace of research done by collaborative teams of scientists working to develop new treatments faster. Giving more women, like Katherine, their lives back.”
The collaborative campaign represents a continued dedication to breast cancer research and awareness, especially for aggressive forms of breast cancer for SU2C Canada and CBCF. Last month, SU2C Canada, CBCF with support from CIBC, and the Ontario Institute for Cancer Research announced a $9 million SU2C Canada – CBCF Breast Cancer Dream Team focused on researching new approaches to treating triple negative breast cancer (TNBC) and other aggressive breast cancers.
“Just one year since the launch of Stand Up To Cancer Canada and the first SU2C telecast to include Canada–specific content, we are so proud to announce both our inaugural Dream Team and this breast cancer awareness campaign,” said Lisa Paulsen co-founder of Stand Up To Cancer, Chair of the Board of EIF Canada. Stand Up To Cancer Canada is a program of EIF Canada, a Canadian Registered Charity. “We are tremendously grateful to our media partners that help us share this message of hope, and help to increase awareness about clinical trials and the advances in cancer research. This is the essence of SU2C Canada collaboration.”
Stand Up To Cancer Canada (SU2C Canada) is a program of EIF Canada that raises funds to support collaborative research teams, as well as education and awareness programs conducted in Canada.
Organizations collaborating with the SU2C Canada initiative include Canadian Breast Cancer Foundation, with support from CIBC; the Cancer Stem Cell Consortium; with funding from Genome Canada and the Canadian Institutes of Health Research; the Ontario Institute for Cancer Research; and The Hospital for Sick Children (SickKids). MasterCard and AstraZeneca are the first Canadian corporate supporters of SU2C Canada. AACR International – Canada, is SU2C Canada’s scientific partner.
Stand Up To Cancer Canada is a program of EIF Canada, a Canadian Registered Charity (Reg. # 80550 6730 RR0001). Stand Up To Cancer is licensed by the Entertainment Industry Foundation, a U.S. 501(c)(3) charitable organization. For more information on Stand Up To Cancer Canada, visit www.standup2cancer.ca
About Canadian Breast Cancer Foundation
Canadian Breast Cancer Foundation (CBCF) is the leading community-driven organization in Canada dedicated to creating a future without breast cancer. Its investments in innovative and relevant research and education have led to progress in breast cancer prevention, diagnosis, treatment and care. Since 1986, CBCF has been at the forefront of a nationwide movement supporting and advocating for the breast cancer community. For more information, visit www.cbcf.org
Adam Miller, Rubenstein Communications
Canadian Breast Cancer Foundation