Local woman's legacy at heart of national outdoor advertising to highlight incurable cancer

A Liverpool woman who died of secondary breast cancer is at the heart of a national campaign to highlight a forgotten form of the incurable disease. 41 year old Suzanne Cavanagh was determined to raise awareness of the little known cancer and now her legacy is a powerful image of her as the local face of the:- 'Fighting to be Heard' initiative run by UK wide charity Make Seconds Count.

Suzanne, a close friend of Radio City host Leanne Campbell, is appearing posthumously on billboards in an advertising blitz in the City this week funded by a generous media donation from leading Out of Home company Clear Channel UK.  

The campaign is promoting a striking image of Suzanne alongside 19 other female secondary breast cancer patients, from across the country, whose shared experience is the perception that they are treated as 2nd best since their form of the disease is largely unknown; despite the fact it kills 1000 women in the UK each month.

Suzanne, who died a few days ago, on 10 May 2022, previously said:- "I chose to join #fightingtobeheard campaign to raise awareness as not enough is being done for secondaries. It gave me the chance to meet ladies from all over the UK in a similar position to myself. I have had so many ladies contact me to thank me for sharing my and Make 2nds Count stories and many are now checking themselves on a regular basis."

Her friend and supporter, broadcast celebrity Leanne, added:- "I'm so proud of these ladies, especially my beautiful friend Suzanne, shouting to be heard at a time when they already have a huge fight on their hands. This billboard in Liverpool is a giant step forward for this campaign and meant so much to Suzanne. I only understand secondary breast cancer now that I have experienced someone I love who has battled and been taken by this dreadful disease. I wasn't aware of the signs, symptoms and frustrations that come with it and we must continue to improve the support needed for those diagnosed each day. We are all grieving Flossy's loss, her devoted husband John, her dearest mum and dad, brother, amazing friends & family. I truly hope that this campaign offers support to those going through the same as Suzanne. Thank you to Make2ndsCount, the charity that provided support, and all the other models who stood together with our girl."

Secondary breast cancer, also known as metastatic, advanced or stage IV breast cancer, is a cancer that has spread beyond the breast to other parts of the body and is incurable. On average there are around 35,000 patients in the UK currently living with this form of the disease.

A YouGov poll, commissioned by the charity revealed 38% of the British population are unaware of secondary breast cancer and although 21% are aware, they don't know the disease's common signs and symptoms.

Fellow secondary breast cancer patient and Make 2nds Count founder Lisa Fleming resolved to raise awareness and build a campaign with women UK wide, all of whom shared the same desire to stand up and:- 'Fight to be heard!'

Now, thanks to the fantastic contribution of Clear Channel, the campaign is going live in Liverpool's Rice Lane. It is also to be seen throughout at locations across the UK.

The emotive image was originally created, by world renowned photography studio Sane Seven, for October's Breast Cancer Awareness month and seen then in Manchester and Birmingham.  The mission to go national came when one of the models, Kimberley Noble from Chester, approached Clear Channel for their help. Since then, 2 of those who took part in the shoot have died and a number of others are unwell. 

Martin Corke, Clear Channel UK Chief Marketing Officer says:- "We were blown away by the hard work and dedication of Make Seconds Count and instantly knew their important message needed to broadcast across the county. We know the ads in Liverpool will raise awareness in the local community and guide people towards support from this amazing charity"

Make Seconds Count was founded to support patients and families, educate and raise funds for research into the disease.  Broadcaster and Loose Women star Carol McGiffin was recently appointed as its 1st ambassador and the Fight To Be Heard campaign has already attracted celebrity support from more than 70 influencers and high profile personalities. 

Make Seconds Count founder Lisa Fleming, 38, of Edinburgh, who had no previous breast cancer diagnosis, warning signs or lump when she was told she had primary and secondary breast cancer, is delighted by the response and says Clear Channel's hugely generous gift will be invaluable in educating people all over the country.  She says:- "We desperately need people to be aware of this forgotten form of breast cancer. We need to change the narrative, raise awareness of the signs and symptoms of this disease.  Primary breast cancer is well documented. Secondary breast cancer is incurable. It's like a relative that no one really wants to speak about, but without education this disease will continue to destroy the lives of so many. Fighting To Be Heard in Liverpool is also personally close to my heart. My Grandad was a proud Scouser from Seafield and the family traditions hold firm with my son being a mad Kloppite. Ultimately, my thoughts go to Suzanne's family: we are so immensely proud of her and of how hard she worked to share her experience and make a difference to others."

Kathryn Orr, Sales & Marketing Consultant says:- "I can't tell you how proud I am to be bringing the Make Seconds Count #fightingtobeheard campaign to billboards across Liverpool. Our local model, Suzanne, who was the epitome of strength and bravery; everything that this campaign stands for; has gained her Angel wings this week.  This is the harsh reality of Secondary Breast Cancer. My personal connection to Secondary Breast Cancer is through my friend and colleague Kate McIver, who passed away at just thirty to this dreadful disease.  I'd never heard of Secondaries before Kate was diagnosed. We now have so much support! I'm looking forward to sharing this incredibly important campaign far and wide"

For more information about Make Seconds Count, please visit:- MakeSecondsCount.Co.UK.

All figures, unless otherwise stated, are from YouGov Plc.  Total sample size was 2113 adults. Fieldwork was undertaken between 28 September to 29 September 2021.  The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).