Going beyond pink for Breast Cancer Awareness
Leading up to the 2020 New York Fashion Week, METAvivor and AnaOno released a new film to generate awareness about their upcoming fashion week fundraiser.
Shot during the 2019 NYFW fundraiser, the film features models walking the runway in AnaOno designed lingerie, who are all living with metastatic breast cancer.
Models exposed their scars as well as their anger and frustration about the lack of funding for stage 4, metastatic breast cancer research. In this event alone, METAvivor raised an estimated $100,000 to fund critical research that will lead to advances in treatment options to ultimately change the course of metastatic disease from a terminal to a chronic condition.
AnaOno, was founded and is run by Dana Donofree, a designer who was diagnosed with breast cancer at age 27. AnaOno's designs support those with mastectomies, reconstructive surgeries, breast surgeries, and other chronic issues that cause pain and discomfort.
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Director and editor Kevin Haus chose to focus not just on hope, but on the anger and the frustration expressed by the models. “There was a lot of talk among the participants about how breast cancer has been ‘pink washed.’ People are aware of breast cancer - there’s an abundance of pink on social media during breast cancer awareness month - but people don’t seem to be aware that 30% of those diagnosed with breast cancer will develop metastatic breast cancer, which is terminal. People aren’t aware that less than 5% of cancer research funds are dedicated to metastatic research. The women walking in this show feel forgotten and ignored by the research community, like they’re a lost cause. These women are screaming for help to save their lives.”
“The event was a powerful statement about what these women have had to endure. Unfortunately, even radical surgery was not able to prevent the cancer from spreading. It was an incredibly moving event and I’m thankful for the opportunity to work with METAvivor and help these women to be heard.”