Chester and Mold women with secondary cancer promote big new campaign

Kimberly, 43 and Lisa, 36, who are living with the little-known form of the disease, are the local faces of the ‘Fighting to be Heard' initiative run by UK-wide charity Make 2nds Count to raise awareness of the forgotten cancer.

Kimberly and Lisa appeared on billboards in an advertising blitz, thanks to a generous media donation by leading Out of Home advertising company Clear Channel UK.

The campaign is promoting a powerful image of Kimberly and Lisa alongside 18 other female secondary breast cancer patients, from across the country, whose shared experience is the perception that they are treated as second best since their form of the disease is largely unknown – despite the fact it kills 1,000 women in the UK each month.

Lisa Jones, right, at the Make 2nds Count billboard.

Kimberly said: “I wanted to join the “Fighting to be Heard” campaign as I hope to make a difference, but to also to meet ladies going through experiences similar to mine, as I felt I wasn't really provided with enough information at the time of my diagnosis.

“I am hoping being part of this campaign will help to raise awareness around secondary breast cancer and give us hope that, maybe, just maybe, if we shout loud enough one day in the future people will not need to die from this awful disease, or at least we might be able to have more options and more time with our loved ones.

“The fact that our children will be losing their mums is simply heart-breaking.”

Secondary breast cancer – also known as metastatic, advanced or stage IV breast cancer – is a cancer that has spread beyond the breast to other parts of the body and is incurable. On average there are around 35,000 patients in the UK currently living with this form of the disease.

Lisa added: “It’s so important for me that we educate people on what secondary breast cancer is.

"Before cancer, I thought of different types of breast cancer as all under the same bracket. I've learnt so much. And I feel the more people are educated the more they're aware of what to look out for.

Lisa Jones.

“I also hope that by raising awareness of how breast cancer works it will help people who are newly diagnosed.

"When I had my primary diagnosis I honestly thought that was it, when in actual fact primary can be cured and doesn't necessarily kill, but it's secondary cancer that does that. Had someone explained that to me at the time I think I would have felt less scared of my primary cancer.

“This campaign has given me so much hope. I feel people are finally listening. Our lives matter.

"I'm also very grateful to have met the nicest group of women, as we are all going through the same experience. We laugh and cry so hard, and that’s the best therapy. I'll be forever grateful to Make 2nds Count for that.

“Having this horrible disease really isolates you from people and things you once loved. It's so lonely. I felt I'd lost my purpose and I was just existing, but this has all changed since the campaign.”

A YouGov poll commissioned by the charity revealed 38 per cent of the British population are unaware of secondary breast cancer and although 21 per cent are aware, they don’t know the disease’s common signs/symptoms.

Fellow secondary breast cancer patient and Make 2nds Count founder Lisa Fleming was determined to raise awareness and build a campaign with women UK-wide, all of whom shared the same desire to stand up and ‘Fight to be heard!’.

Now, thanks to Clear Channel, the campaign went live in Connah’s Quay. It is also to be seen throughout at locations across the UK.

The emotive image was originally created by world-renowned photography studio Sane Seven for October’s Breast Cancer Awareness month and seen then in Manchester and Birmingham. The mission to go national came when one Kimberley approached Clear Channel for their help.

Since then, two of those who took part in the shoot have died and a number of others are unwell.

Martin Corke, Clear Channel UK chief marketing officer, said: “We were blown away by the hard work and dedication of Make 2nds Count and instantly knew their important message needed to broadcast across the county.

"We know the ads in Connah’s Quay will raise awareness in the local community and guide people towards support from this amazing charity.”

Make 2nds Count was founded to support patients and families, educate and raise funds for research into the disease. Broadcaster and Loose Women star Carol McGiffin was recently appointed as its first ambassador and the Fighting To Be Heard campaign has already attracted celebrity support from more than 70 influencers and high-profile personalities.

Make 2nds Count founder Lisa Fleming, 38, of Edinburgh, who had no previous breast cancer diagnosis, warning signs or lump when she was told she had primary and secondary breast cancer, is delighted by the response and says Clear Channel’s hugely generous gift will be invaluable in educating people all over the country.

She said: “We desperately need people to be aware of this forgotten form of breast cancer. We need to change the narrative, raise awareness of the signs and symptoms of this disease.

“Primary breast cancer is well documented. Secondary breast cancer is incurable. It’s like a relative that no one really wants to speak about, but without education this disease will continue to destroy the lives of so many.”