Genentech is turning up the volume on breast cancer conversations in its “About Damn Time” campaign with Breastcancer.org and other advocacy partners.
“About Damn Time” focuses on the often-overlooked years after initial intensive treatment of women with (HR)-positive, human epidermal growth factor receptor 2 (HER2)-negative early breast cancer. That experience can be defined by follow-up hormone therapy or long-term treatment and a new world of uncertainty as patients navigate a pressing fear of disease recurrence.
“Progress in breast cancer care cannot only be measured by how long people live, but by how well they live," said Charlotte Owens, M.D., SVP and head of U.S. medical at Genentech, in an Oct. 1 release. "As a physician and caregiver, I say it’s About Damn Time we focus on caring for the whole patient, not just treating the disease."
Through the campaign, Genentech looks to “empower women with breast cancer to speak with their care teams about the realities of long-term treatment so they can get the support they need to thrive in the years that follow,” Owens added.
The company and patient-focused nonprofit Breastcancer.org worked with Young Survival Coalition, Latinas Contra Cancer and TOUCH, The Black Breast Cancer Alliance to create a dedicated webpage filled with resources and tools to prepare for long-term care, as well as stories from other survivors.
In a two-minute campaign video associated with the project, breast cancer survivors Brooklyn, Alice, Megan-Claire, Alicia and Dani come together to discuss the things “no one prepares you for.” All five women are real breast cancer survivors who have been compensated for their time, with the video also linking each woman’s social media handle.
“It’s About Damn Time we get louder about the quiet parts of breast cancer—with honest stories, practical tools and support from women who’ve been there. Because every woman’s experience is different,” Alice says in the video.
“But no woman should have to figure it out alone,” Brooklyn adds.
More than 225,000 women in the US are expected to be diagnosed with HR-positive/ HER2-negative breast cancer this year, according to Genentech. The breast cancer subtype is the most common form of the disease and makes up some 70% of all cases. After initial treatment with surgery, chemotherapy or radiation, hormone therapy is typically recommended for at least five years to prevent recurrence.
“Breast cancer care doesn’t end when initial treatment stops. For many, it’s just entering its longest phase,” Breastcancer.org founder and chief medical officer Marisa C. Weiss, M.D., added in the release. “We have to acknowledge it, study it and offer people solutions to live the lives they deserve.”
Genentech markets a plethora of breast cancer treatments, including Itovebi for HR-positive, HER2-negative PIK3CA-mutated breast cancer. This year, Genentech’s parent company Roche took first place on PatientView’s oncology corporate reputation ranking, reflecting high marks from 505 cancer patient groups surveyed.