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2017 Campaign

2017 campaign

We took action to educate Canadians about mBC...

...and created a watch store that tells more than just time.

2016 Campaign

2016 campaign

It’s time you knew about mBC

Find out what happened when we asked people what they’ve always wanted to do with their someday.

This video is in loving memory of Teva Harrison who passed away in April 2019.

About mBC

What Is mBC?

Metastatic breast cancer, or mBC, is the most advanced stage of breast cancer in which cancer has spread beyond the breast to other organs in the body like the bones, lungs, liver or brain.1 It remains an incurable disease in need of further research and support.2 While early stage breast cancer itself is a life-changing diagnosis, there is still hope for the possibility of remission and full recovery. However, despite improvements made with early detection and treatment, there is currently no cure for mBC.2 Women with mBC face a median survival of just two years following a metastatic breast cancer diagnosis.3

In Canada, 5-10% of newly diagnosed breast cancers are metastatic, and among those first diagnosed with early stage breast cancer, there’s approximately a 20-30% chance of developing mBC.4,5,6

‘Metastatic’ is something few want to speak about, leaving women with metastatic breast cancer feeling isolated, alone and excluded from the greater breast cancer story.7

It is time we collaborate to support the unique needs of women living with mBC, including access to clinical research, funding for innovative treatments as quickly as possible, and resources. For more information about mBC, read the Metastatic Breast Cancer in Canada report.

The mBC Symbol

Breast cancer is a story half told and it’s about time we talk about the other half. The mBC symbol empowers wearers to express compassion and draw attention to mBC in support of increased conversation around metastatic breast cancer. It’s time to raise awareness and start talking about the unique needs and challenges of mBC patients, including lack of research and awareness, as well as the need for resources, funding, and access to innovative treatments.


Who We Are

Who We Are
We are the Canadian Breast Cancer Network (CBCN), Rethink Breast Cancer (Rethink), the Quebec Breast Cancer Foundation, and a leading research-based pharmaceutical company in Canada. We’re partnering to spread the word about the harsh reality that women diagnosed with metastatic breast cancer (mBC) face.

While mBC is treatable, there is currently no cure.2 On top of that, lengthy and unbalanced wait times to gain access to treatment can cause enormous physical, emotional and financial strain on women with mBC and their families at a time when they’re trying to slow the progression of the disease and maintain the best possible quality of life.8 ‘Metastatic’ disease is something few want to speak about, leaving women with mBC feeling isolated, alone and excluded from the greater breast cancer story – and it’s time these women got the attention they deserve.7

Canada’s leading patient-directed organization, the Canadian Breast Cancer Network (CBCN), strives to ensure that the patient perspective informs decision-making globally. CBCN has been actively working with the metastatic breast cancer community to promote the patient voice and address the unique and distinct needs of metastatic patients and their families. CBCN’s comprehensive Living with Metastatic Breast Cancer hub connects patients with information about treatment, drug access, financial support, practical issues and how to join others in advocating for access to the best care. The hub also provides an online community for patients to share their story and connect with others living with metastatic breast cancer.

As global leaders in the young women’s breast cancer movement, Rethink Breast Cancer works to ensure young women with breast cancer receive the best treatment, information and support – no matter what their cancer stage.

Through the Metastatic Breast Cancer Project, Rethink Breast Cancer educates the metastatic community and public about the unique needs of women with metastatic disease, empowers those living with the disease through helpful tools and community, and advocates for change to important services and access to treatment. Rethink’s multi-media hub called The Metastatic Diaries is a collection of blogs, vlogs, photo essays and artwork that gives those living with metastatic cancer a compelling and meaningful way to shape their identity and share their voices to help create change to improve the lives of other women living with breast cancer.

The Quebec Breast Cancer Foundation is the only charitable organization in Quebec dedicated entirely to the fight against breast cancer. The Foundation has focused its mission on promoting the well-being of affected people and their loved ones through research and innovation, support and educational materials and raising awareness. Researchers, volunteers, donors and families alike are all connected by the same hope of being able to live in a world without breast cancer.

The CBCN, Rethink, the Quebec Breast Cancer Foundation and a leading research-based pharmaceutical company in Canada are proud to be working together on It’s about mBC Time, the first campaign of its kind in Canada, because it’s about time women diagnosed with mBC have their voices heard and stories told.


resource header

This section of the It’s About mBC Time website provides additional information about metastatic breast cancer and links to resources for those touched by mBC.

Metastatic Breast Cancer in Canada is Misunderstood

Breast cancer is the most common cancer among Canadian women (excluding non-melanoma skin cancers), with an estimated 26,300 women that will be diagnosed in 2017.9

There is a lack of public knowledge about metastatic breast cancer which leads to misconceptions about the disease. A national study was conducted to find out exactly what Canadians know about metastatic breast cancer (mBC).10

Here’s what was found:10

resource tableresource table

It’s time to highlight the unique needs of women living with metastatic breast cancer and give them the attention they deserve. It’s time we collaborate to increase efforts to ensure that Canadians with metastatic breast cancer have access to supportive resources, clinical research, and funding for innovative treatments as quickly as possible.


  1. 1

    Canadian Cancer Society. Metastatic Cancer. Available at: http://www.cancer.ca/en/cancer-information/cancer-type/metastatic-cancer/metastatic-cancer/?region=on. Accessed June 13, 2017.

  2. 2

    Canadian Breast Cancer Network. Living with Metastatic Breast Cancer. Available at: https://www.cbcn.ca/en/mbc_treatment. Accessed August 24, 2017.

  3. 3

    Martino, et al. Long-term Survival in Patients with Metastatic Breast Cancer Receiving Intensified Chemotherapy and Stem Cell Rescue: Data from the Italian Registry. Bone Marrow Transplantation. 2013:48: 414-418

  4. 4

    Canadian Partnership Against Cancer. Breast Cancer Control in Canada: A System Performance Special Focus Report. September 2002. Available at: http://www.cancerview.ca/idc/groups/public/documents/webcontent/breast_cancer_control_rep.pdf. Accessed June 13, 2017.

  5. 5

    Canadian Breast Cancer Foundation. Metastatic Breast Cancer. Available at: http://www.cbcf.org/central/AboutBreastCancerMain/MetastaticBreastCancer/Pages/Metastatic-Breast-Cancer.aspx. Accessed June 13, 2017.

  6. 6

    Metastatic Breast Cancer Network. 13 Facts About Metastatic Breast Cancer. Available at: http://www.mbc.org/13-facts-about-metastatic-breast-cancer/. Accessed August 24, 2017.

  7. 7

    Pfizer. Breast Cancer: A Story Half Told Whitepaper. Available at: http://www.pfizer.com/files/news/Statement_ofNeed.pdf. Accessed June 13, 2017.

  8. 8

    Canadian Breast Cancer Network. Waiting for Treatment: Timely Equitable Access to Drugs for Metastatic Breast Cancer. Available at: https://www.cbcn.ca/web/default/files/public/Reports/FINAL-Waiting%20For%20Treatment%20report%202015.pdf. Accessed June 13, 2017.

  9. 9

    Canadian Cancer Society. Breast Cancer Statistics. Available at: http://www.cancer.ca/en/cancer-information/cancer-type/breast/statistics/?region=on. Accessed June 13, 2017.

  10. 10

    Leger. Metastatic Breast Cancer Survey. August 2017. A survey of 1617 Canadians was completed online between July 24 to 31, 2017 using Leger’s online panel, LegerWeb. A probability sample of the same size would yield a margin of error of +/=2.5%, 19 times out of 20.

  11. 11

    Canadian Cancer Society. Survival Statistics for Breast Cancer. Available at: http://www.cancer.ca/en/cancer-information/cancer-type/breast/prognosis-and-survival/survival-statistics/?region=on. Accessed August 24, 2017.

  12. 12

    American Association for Cancer Research. Abstract IA04: Cancer-associated Systemic Inflammation Facilitates Breast Cancer Metastasis. Available at: http://cancerres.aacrjournals.org/content/76/7_Supplement?IA04.abstracts. Accessed June 16, 2017.

  13. 13

    Based on the 2010 breast cancer deaths of which 90% were presumed to be caused by metastases.