The #ThisIsMBC^® campaign, a collaboration between Eisai Inc. and METAvivor, is intended to help change misperceptions about metastatic breast cancer (MBC), offer unbranded resources for patients, and encourage donations to MBC research. Launched in 2016, the campaign aims to encourage those living with MBC, as well as their friends and loved ones, to share their individual experiences through creative expression on social media by sharing portraits and videos about their personal stories using #ThisIsMBC.

The first initiative, the #ThisIsMBC Serenity Project, focuses on the stories and journeys of multiple women living with MBC. These personal experiences are shared artistically and expressed through a series of underwater photos of the patients adorned in body paint, as well as interviews and videos. The project began as a tribute to the photographer’s wife, who passed from MBC before her story was able to be shared. The campaign aims to bring the stories of those who have lived with MBC to light, not just to honor those impacted by MBC but also to preserve their legacies.

The #ThisIsMBC Beneath the Breast Project highlights the stories of people living with MBC and their significant others to show the impact that MBC has had on them and their personal relationships. The campaign was created to explore the unique challenges that couples face related to an MBC diagnosis such as communication, intimacy, family planning, and change. The initiative was created to help bring couples closer together by offering this forum to express their feelings, feel less alone, and inspire others.