Lilly and partner Mira Sorvino go to the mat for breast cancer—the yoga mat, that is

Eli Lilly
Lilly is drawing attention to metastatic breast cancer with a new campaign debuted during Breast Cancer Awareness month to highlight that thriving community. (Eli Lilly)

Eli Lilly’s latest campaign has new moves—yoga moves, that is. To raise awareness of metastatic breast cancer, Lilly Oncology has teamed up with “Good Morning America” on a new Thriver Movement for patients, complete with a custom yoga pose, celebrity spokesperson and a live yoga class in Times Square.

The custom pose was created by celebrity trainer and yoga instructor Anna Kaiser and rolled out during an episode of GMA earlier this month, with starpower provided by actress and MBC advocate Mira Sorvino.

RELATED: Lilly Oncology’s strategy? Listen to tough talk from patients—and save data for later

Sorvino and Kaiser introduced the “Thriver Pose” live in Times Square and led a group yoga class there for people living with MBC and their supporters. Lilly invited viewers to post their own “Thriver Pose” along with the hashtag #MoreForMBC, and promised to donate $100 for each post, up to $225,000.

“What most people are not aware of is that nearly 30% of people diagnosed with early-stage breast cancer will develop MBC—an incurable form of breast cancer that has spread to other parts of the body,” said Amy Meadows, head of consumer marketing in the U.S at Lilly Oncology. “Lilly’s Thriver Movement aims to empower the unstoppable spirit of the MBC Community on a national scale.”

Sorvino and Kaiser returned to the studio at “Good Morning America” the day after the yoga class to talk about MBC and what compelled them to join the Thriver Movement, which is part of Lilly’s larger “More for MBC” effort.

RELATED: Lilly hands its oncology baton—and big ambitions—to R&D executive Anne White

The company recently launched a More for MBC Facebook page and is in the planning stages for Thriver events around the country, partnering with breast cancer advocacy organizations, healthcare organizations and the MBC community along the way.

The MBC community, Meadows said, is made of “strong and thriving voices that need to be heard, and we wanted to find a meaningful, authentic way to educate the public on MBC and that more needs to be done to unite and support this community.”

Lilly Oncology is running a separate branded multimedia ad campaign for its metastatic breast cancer drug, Verzenio, which features “Relentless” women fighting the relentless disease.