- 'Redefining Hope and Beauty' Campaign Surpasses All Expectations
Breast cancer charities from around the world are today
celebrating the success of the world's first truly global breast
cancer awareness campaign - 'Redefining Hope and Beauty'. In the
first few weeks since its historic launch, the campaign has already
surpassed expectations - succeeding in spreading life-saving breast
cancer health information to thousands of women across the world.
The unprecedented level of interest in the campaign has
highlighted the continuing need for improved access to information
about this devastating disease, its causes, symptoms and treatment
options. Since its launch, the campaign's website,
, has seen an average of almost 300 visits per
hour, from countries as diverse as South Africa, Malaysia, Gibraltar,
Peru and Japan.
'Redefining Hope and Beauty' is the first campaign of its kind to
reach out on a global scale, helping to ensure that women everywhere
have access to the information about breast cancer detection,
prevention and treatment, which could potentially save their lives.
The campaign crossed international boundaries by uniting 11 different
breast cancer patient groups, from four continents, in an awareness
and fundraising initiative which has so far raised over GBP12,000
through charitable donations from individuals, companies and through
an online auction. The global organisation of the campaign was
sponsored by AstraZeneca (NYSE: AZN), a company that is proud to have
been supporting such breast cancer awareness initiatives for over 20
Professor Jeffrey Tobias, founder of the Edmund Emory Fund
(University College London Hospitals), accepted the funds raised so
far on behalf of the 11 participating breast cancer patient groups.
The cheque was presented by Sir Tom McKillop, Chief Executive of
AstraZeneca, who said: "I am thrilled that AstraZeneca has been able
to support this truly groundbreaking and necessary campaign. We
believe that initiatives such as this not only emphasise the
importance of awareness of this disease, amongst women around the
world, but may also help save lives. With recent improvements in
treatment options, along with earlier detection and diagnosis, more
and more women are becoming empowered to beat this disease."
The fund-raising celebrity on-line auction attracted the support
of a wealth of international celebrities. Stars such as Sharon
Osbourne, Britt Ekland, Westlife, Simon Cowell and the Olympic
Gold-Medal winning Men's Coxless Four team each personally decorated
an exclusive ceramic statuette. These were auctioned alongside other
items donated by the likes of Emma Thompson and Philip Treacy.
Celebrities have continued to come forward to lend their support by
donating new items for the campaign. As a result, a new celebrity
auction will commence on 15th December at www.hopeandbeauty.org
will include statuettes by Zara Phillips, Martin Offiah MBE,
Portuguese news presenter, Manuela Moura Guedes and signed Kylie
Dallas Petroff, from Willow Breast Cancer Support & Resource
Services, Canada, one of the participating patient groups, said:
"This campaign has been a truly wonderful opportunity for us to unite
and form relationships with our fellow breast cancer charities from
across the world. We have felt for some time that there was a real
need to broaden access to breast cancer information and the response
to this campaign has shown us that this need is even greater than we
first thought. The success of this inaugural campaign will allow us
to extend this excellent work into next year, enabling us to continue
to work as a global group, bringing help, information and hope to
more women than ever before."
Most of us will be affected by breast cancer at some point in our
lives - it is a devastating disease which affects up to 1.2 million
people worldwide. Raising awareness of the basic facts about the
disease, such as its signs and symptoms, in women of all ages across
all corners of the world, can help the disease to be caught earlier,
potentially saving thousands of lives. The campaign's website,
, will continue to promote and extend the
important support services offered by the participating breast cancer
charities for all those affected by breast cancer everywhere.
Notes to editors
About the sponsors
The organisation of the 'Redefining Hope & Beauty' campaign is
being managed by Shire Health International and supported by
AstraZeneca, a pharmaceutical company committed to raising breast
- AstraZeneca were the core sponsors of the first ever National
Breast Cancer Awareness Month (NBCAM) campaign which originated in
the US, back in 1984. They have a long-standing heritage in cancer
treatment and are committed to providing women with more breast
cancer treatment choices and therefore, more hope. As NBCAM
celebrates it's 20th anniversary this year, AstraZeneca are proud to
be the sole sponsor of 'Redefining Hope & Beauty' - the 'first of
it's kind' global breast cancer awareness campaign.
About 'Redefining Hope & Beauty'
The name, 'Redefining Hope & Beauty', was chosen for a variety of
reasons but mainly to reflect the objectives and importance of the
- Hope is a core element in the fight against breast cancer for
patients, their families, friends and health care professionals. When
people first hear the word cancer, they often hear a death sentence.
But today, increased awareness and improved technology and medical
treatments offer real hope to anyone affected by breast cancer and is
redefining people's expectations and aspirations for their treatment
outcomes now and into the future.
- Beauty is a very practical and psychological concern for all
women. The physical and emotional impact of cancer can have
devastating effects for women in terms of their levels of confidence,
quality of relationships, physical mobility, etc. Even a decade ago,
women with breast cancer had few choices and limited support but
today, women are fighting and beating breast cancer with pride and
confidence. In this way, they redefine what is beautiful and provide
hope to other women in similar situations and for future generations.
- The statuettes being auctioned are themselves works of art and
beauty. The celebrities have redesigned the statuettes with an
optimistic outlook towards breast cancer awareness and treatment.
Hence they are redefining the very art itself with their own
portrayal of hope and beauty.
About the charities
At the time of launch the 'Redefining Hope & Beauty' campaign has
united 11 charities representing 10 countries - the USA, UK, Canada,
Germany, Portugal, Spain, Venezuela, Sweden, Holland and Australia.
To view further information about the campaign's charities, please
log onto www.hopeandbeauty.org
Photo Notes: NewsCom:
Network: PRN5 PRN Photo Desk, email@example.com
For further information
The 'Redefining Hope & Beauty' campaign launch press conference
and all associated press materials are available at
ots Originaltext: AstraZeneca
Im Internet recherchierbar: http://www.newsaktuell.ch
Rita Martins, Shire Health International, Tel: +44-207-471-1528,