The Marie Keating Foundation marks Breast Cancer Awareness Month by partnering with Fleetwood Paints and well-known designer Róisín Lafferty to showcase how ‘Breast Cancer Isn’t Just Pink’
The Marie Keating Foundation has unveiled a series of bespoke paint colours, selected by renowned interior designer Róisín Lafferty, to represent the uniqueness of a breast cancer diagnosis and journey. Today’s launch is the second annual ‘Breast Cancer Isn’t Just Pink’ campaign and marks World Breast Cancer Awareness Month. The campaign aims to explore the power of colour and its role in helping cancer patients and survivors communicate the impact of their diagnosis and recovery.
3,704 people are diagnosed with breast cancer each year in Ireland[i]. Each breast cancer patient follows a unique journey from the moment of diagnosis. A personal treatment plan is prepared by their medical team and the impact of that plan on the patient, their family and friends, is unique. The Marie Keating Foundation, supported by Roche Products (Ireland) Ltd, started a movement last year; if every breast cancer diagnosis and journey is unique, why would breast cancer be just pink?
Liz Yeates, CEO, Marie Keating Foundation and breast cancer survivor, commented, “For Breast Cancer Awareness Month this year, we are building on the campaign we started in 2020, exploring the power of colour in communicating and illustrating the range of unique breast cancer journeys experienced by both women and men across Ireland. Breast Cancer Isn’t Just Pink, it’s a myriad of colours which depict individual experiences of cancer patients and survivors. Patients navigating a breast cancer journey can experience many different moments, some darker moments with fear and anxiety and other lighter positive moments where new friendships are formed, and good news is heard. As a breast cancer survivor myself, I can attest to that fact. Through this campaign, we are encouraging those impacted by breast cancer to embrace their own unique colour and know that the Marie Keating Foundation will be there to support you at every step of your cancer journey”
This year’s campaign is brought to life through a new partnership with Fleetwood Paints, who selected individual colours for four women impacted by breast cancer, in collaboration with renowned interior designer and colour specialist, Róisín Lafferty. Róisín used her expertise to assign tailored colours to the journeys of these women who have come through or are living with breast cancer after listening to their stories. Róisín selected bespoke shades of blue, purple, green and grey and these women’s stories and experiences have been brought to life in this moving video.
Tracy Bennett, patient ambassador commented “My journey was never pink. The colour Róisín developed for me was a shade of green. Green for me indicates nature and nature is about renewal. Trees lose their leaves in Autumn and then the bare leaves in winter are bleak. This indicates what breast cancer took away from me, but just like the seasons, spring comes around and the new leaves blossom. This regrowth reminds me that just like the seasons, I keep coming back stronger.”
The Foundation is encouraging breast cancer patients and survivors to find their own breast cancer colour by taking this simple quiz and to help raise awareness by sharing their colour on social media.
Breast cancer is the most common form of cancer amongst women in Ireland[ii]*, with 1 in 7 at risk of developing breast cancer in their lifetime[iii]. Every year, 724 people die from breast cancer in Ireland, this number includes both women and men[iv].
The last 18 months of the COVID-19 pandemic have been particularly difficult for breast cancer patients, with most having to navigate emotional and difficult moments alone without the support of family and friends. As the country reopens, the Marie Keating Foundation is calling for increased investment from the government to deal with the ever-increasing demands on cancer services in Ireland which will ensure that patients, have access to the supports and services they need.
Commenting, Professor Seamus O’ Reilly, Consultant Medical Oncologist, Cork University Hospital and Vice Clinical Lead Cancer Trials Ireland said, “As we begin to emerge from the pandemic, we need to place a strong emphasis on cancer detection and care. Over the last 18 months, Covid-19 has been front and centre of our minds meaning many have forgotten to regularly check their bodies for other ailments. Campaigns such as this help to remind the public of the need to perform regular self-examinations and if they are concerned about a symptom or a change in their body then they should contact their GP or a health care professional. Early detection is key in the fight against breast cancer. This campaign highlights the unique journey of every breast cancer patient and aims to assure survivors and those newly diagnosed that, whilst they may be experiencing a unique journey, they are not alone”
Maura McBride, Communications Partner, Roche Products (Ireland) Ltd. said, “We are proud to support Marie Keating Foundation with this campaign. At Roche Products we aim to provide innovative medicines for both men and women affected by breast cancer. This campaign is extremely important as it highlights that no two journeys of breast cancer are the same.”
The Marie Keating Foundation proudly supports those impacted by cancer and provides a range of support and survivorship services. The Breast Cancer Isn’t Just Pink video, breast cancer information and links to the Foundation’s support groups for every stage of a breast cancer journey, can be found here.