VML and Europa Donna’s new bank notes help recognize and secure funding for metastatic cancer within European Charter

Thanks to a trailblasing campaign focusing on metastatic breast cancer—The Cancer Currency—Europa Donna; the European Breast Cancer Coalition, and VML Health have helped ensure, for the first time, specific recognition and funding for metastatic cancer within Europe’s Beating Cancer Plan.
 
The Cancer Currency campaign was created to prove those living with MBC still have value, and demand greater investment into the disease. The stories that drive the campaign are told using a universal language known around the world—money. Specifically, a suite of banknotes that celebrate the stories of 5 women and the years they have lived with MBC. Designed by banknote designer Brian Thompson—the man behind the current US $50 and $100 bill—the banknotes mirror the unique identifiers of other currencies and were developed using the same design craft to retain as much authenticity as possible.
 
The women of the campaign presented their bank notes to Stella Kyriakides—the European Commissioner for health food and safety—at a Europa Donna annual conference. They called for urgent action to prioritise metastatic breast cancer on the policy agenda, campaigning for 4 specific improvements in: awareness, data collection, treatment access and social and psychological support. In response, Stella Kyriakides announced the first specific funding allocation for metastatic cancer.

Claire Gillis, CEO VML Health comments: “We are privileged to work alongside such progressive campaigners in oncology. Europa Donna and these five ladies are inspirational, and we are united in our commitment and passion to improve outcomes for MBC patients. Putting it simply, metastatic breast cancer has never had the awareness or commitment it deserves. We need to change that, and we’ll use every creative bone in our bodies to make it happen.”

For more information on the Cancer Currency campaign, please visit www.thecancercurrency.com.