Behind every disease there is a different person and story. That is the awareness message that the biomedical company MSD conveys with the “Nauces that matter” campaign, launched last year within the framework of World Breast Cancer Day and which in its edition for this October 19 finds a new window in the advertising spaces of the Madrid Metro network.
The company once again makes visible the different realities that exist behind each person diagnosed with the disease under the claim “In breast cancer, all the pinks matter.” On this occasion, the initiative will be present from October 12 to 19 in a circuit of large-format digital screens at the Sol, Avenida de América, Nuevos Ministerios, Plaza de Castilla and Moncloa stations, all of them key points of the capital’s transport system.
Like last year, “Nauces that matter” uses color to illustrate its message. Thus, the graphic creatives, both static and dynamic, that Metro de Madrid users will be able to see on the screens, feature the different shades of pink usually associated with the representation of breast cancer. With this, MSD seeks to represent a disease in which there are as many realities as diagnoses, subtypes, stages, ages and personal circumstances.
“When we talk about breast cancer, we talk about different types of diseases and situations, but also about people with their own stories and needs.“; said Rute Álvarez, director of Medical Affairs of Oncology at MSD in Spain, in a statement. “With “Matices that matter” we want to contribute to making this diversity visible and bringing it closer to society.”.
The company’s objective is to contribute to broadening society’s view of the pathology, as well as highlighting both the diversity of breast tumors and their clinical trajectories as well as the different needs of the affected people. By extension, MSD seeks to reflect on the importance of constant research on a disease of which more than 38,000 new cases could be diagnosed in our country this year, according to data from the Spanish Society of Medical Oncology (SEOM) and the Spanish Network of Cancer Registries (REDECAN).
In addition, MSD has recently expanded the reach of the campaign by expanding it to the area of gynecological tumors on the occasion of World Gynecological Cancer Day, which is observed every September 20. Following the creative concept and visual style, this application of the message has aspired to contribute to raising awareness about the diversity of experiences, needs and challenges that accompany the diagnosis of these types of tumors.
“Each woman experiences the disease in a different way and all these experiences deserve to be listened to, understood and taken into account.“, commented Rute Álvarez when launching the campaign. “This commitment is part of our desire to continue promoting research, to put science at the service of people and to commit to collaboration that generates an impact on the daily lives of patients.”.
Likewise, the company has also activated, in collaboration with AstraZeneca Spain, the “Delicate inheritances” campaign to warn the population that between 5 and 10% of breast cancer cases are hereditary and the importance of talking about family history. This initiative has been activated on the EMT Madrid buses throughout the month of October, which will tour the main streets of the city to make the situation visible and encourage citizens to also take that conversation to the consultation.
“Our commitment is to continue working side by side with health professionals so that genetic counseling becomes a natural part of the conversation in the consultation and reaches all patients who can benefit from it.“explained Rute Álvarez.
