A haunting new campaign film from charity Breast Cancer Now features real women who have been diagnosed with the disease voicing a pledge to eradicate breast cancer deaths by 2050.
In the emotional clip, entitled The Last One, each woman says she won’t be the last one to endure endless tests, break the terrible news to her children, or lose a breast to the disease. Perhaps the most poignant of them all is Alex Jones, who at just 25 cannot be cured.
Gazing directly at the camera, she says that she won’t be the last one to die from breast cancer, but that one day ‘there will be a last one’.
The message is clear – and one that campaigners hope will spur the public to fund much-needed research into new treatments for those cases most difficult to tackle.
But medical experts have questioned the campaign’s 2050 mission, claiming a complete cure may be much further away and that the promise might even ‘discourage women from taking responsibility for their own health’.
Alex, recruited to the campaign via a Facebook appeal, was eager to appear as – due to her age – her symptoms were initially dismissed by doctors. She is having chemotherapy and radiotherapy, but the disease has spread.
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