NEW YORK, NY — As the world turns its attention to Breast Cancer Awareness Month this October, a vital and often overlooked segment of the patient population is stepping into the spotlight. On October 13, National Metastatic Breast Cancer (MBC) Awareness Day, the horizon across 20 countries and 195 cities will transform into a glowing tapestry of teal, green, and pink. The #LightUpMBC campaign, now in its eighth year, aims to bridge the gap between public awareness and the harsh reality of living with Stage 4 breast cancer, a disease for which there is currently no cure.
More than 325 landmarks—including iconic structures like One World Trade Center in New York, the Willis Tower in Chicago, and Niagara Falls—will be illuminated to honor those lost, support current patients, and drive urgent funding toward metastatic research.
Main Facts: Moving Beyond "Awareness" to Action
Metastatic breast cancer occurs when cancer cells migrate from the original site in the breast to distant organs, most commonly the bones, liver, lungs, or brain. Unlike early-stage breast cancer, which is often treated with the goal of "curing" the patient, Stage 4 MBC is a chronic, terminal diagnosis.
While the general public is frequently inundated with messages regarding mammograms and early detection, the MBC community faces a different, more daunting set of challenges. For these patients, treatment is a lifelong, ongoing process. Even when medical scans show "no evidence of disease" (NED), it does not imply the patient has been cured. Instead, it means the cancer is currently being managed. Because cancer cells eventually develop resistance to therapies, patients are often forced to cycle through various treatment regimens, each bringing its own side effects and toll on quality of life.
The #LightUpMBC campaign, spearheaded by the nonprofit organization METAvivor, is designed to shift the conversation from simple awareness to tangible action. By funding critical, peer-reviewed research, the organization seeks to turn this terminal diagnosis into a survivable, chronic condition that allows for a long and meaningful life.
A Chronology of Advocacy: From a Personal Wish to a Global Movement
The origins of the #LightUpMBC movement are deeply rooted in personal loss and the desire for change.
- 2017: The movement began in Portsmouth, New Hampshire, when the Memorial Bridge became the first landmark to be illuminated in the colors of metastatic breast cancer awareness (teal, green, and pink). The initiative was sparked by the vision of Jessica Moore, who, despite battling Stage 4 cancer, hoped to bring visibility to the disease that often felt sidelined in the broader breast cancer discourse.
- 2018–2022: Following the passing of Jessica Moore at the age of 36, the movement gained momentum under the leadership of founder Laura Inahara. What began as a single bridge in New Hampshire evolved into a multi-state and then international event.
- 2023–2025: The campaign expanded its digital footprint, launching #LightUpMBC Live. This virtual component allowed patients, scientists, and entertainers to connect, sharing the realities of the disease with a global audience.
- 2026 (Present Day): Today, the campaign boasts over 325 participating landmarks worldwide. It has successfully raised over $2.7 million for research, proving that a grassroots idea sparked by a personal connection can influence the global scientific and philanthropic landscape.
Supporting Data: The Scale of the Crisis
The statistics surrounding metastatic breast cancer are sobering. According to current health projections for 2026, an estimated 42,670 people in the United States will succumb to breast cancer this year alone. This equates to approximately 117 deaths every single day.
For the thousands of people living with MBC, these numbers are not just data points; they represent friends, mothers, siblings, and partners. The reality of the disease is that some patients are diagnosed at Stage 4 from the very beginning—a condition known as "de novo" metastasis. Others receive their diagnosis months, years, or even decades after completing treatment for early-stage breast cancer, highlighting the unpredictable nature of the disease and the urgent need for medical breakthroughs that can identify and block the pathways of metastasis.
Official Responses: Voices from the Frontlines
The leadership at METAvivor emphasizes that the fight against MBC requires a specialized approach. Unlike other organizations that may focus on general awareness or prevention, METAvivor is the only national nonprofit in the United States that exclusively funds research specifically for Stage 4 metastatic breast cancer.
Dr. Kelly Shanahan’s Perspective
Dr. Kelly Shanahan, Board President of METAvivor, knows the reality of this journey firsthand. Diagnosed in 2013, she admits she did not anticipate being alive 13 years later.
"My hope and the hope of so many others lies in research," Dr. Shanahan stated. "METAvivor-funded research is increasingly important these days. #LightUpMBC is the biggest contributor to this research and serves as a powerful way to bring us together as a community. When we light up these landmarks, we aren’t just creating a visual spectacle; we are signaling to the world that we are still here, we are fighting, and we need the scientific community to keep pushing for solutions."
The Legacy of Jessica Moore
For founder Laura Inahara, the campaign is a living tribute to her late best friend. "Jessica hoped to illuminate one local landmark," Inahara reflected. "Today, her legacy helps families around the world shine a light for the people they love, teaches patients with MBC how to advocate for themselves, and has now raised over $2.7 million for critical research."
Implications: The Path Toward a Survivable Future
The implications of the #LightUpMBC campaign extend far beyond the single evening of illumination. By centralizing the voices of patients, the campaign is redefining what it means to be a "patient advocate."
The Scientific Review Process
METAvivor distinguishes itself by utilizing a rigorous scientific peer and patient advocate review process. By including patients in the decision-making loop, they ensure that the research being funded is not only scientifically sound but also directly relevant to the needs and quality-of-life concerns of those living with the disease. This dual-layer vetting process ensures that donor funds are directed toward the most promising, high-impact projects.
The Role of #LightUpMBC Live
The annual livestream, scheduled for October 13 at 8 p.m. ET / 5 p.m. PT, serves as a crucial educational platform. Hosted by Tami Eagle Bowling—who has lived with MBC for 11 years—and Broadway performer/breast cancer survivor Kara Lindsay, the event provides a space where the clinical and the personal converge.
The program will feature:
- Patient Stories: Raw, unfiltered narratives from individuals living with Stage 4 cancer, broadcast live from various illuminated landmarks.
- Scientific Insights: Experts will discuss the latest developments in treatment, including breakthroughs in targeted therapies and immunotherapy.
- Musical Performances: A star-studded lineup including Victoria Clark, Dorian Harewood, and Christina Bianco, aimed at elevating the spirits of the community and drawing in a wider audience to learn about the cause.
A Call to Action
The organizers are calling on the public to participate by photographing their local landmarks and sharing the images on social media with the tags #LightUpMBC and #METAvivor. This digital mobilization is designed to keep the conversation alive long after the lights are turned off.
All net proceeds from the campaign go directly to the METAvivor research fund. As the organization continues to grow, its mission remains singular: to transform metastatic breast cancer from a terminal diagnosis into a manageable, survivable condition. Through the combined power of landmark illumination, scientific rigor, and a deeply resilient patient community, the message is clear—the fight against metastatic breast cancer is far from over, and every light turned on represents a renewed commitment to finding a cure.
For those wishing to donate, view the list of participating landmarks, or watch the live broadcast, further information can be found at www.lightupmbc.org.
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