NEW YORK, NY — On the evening of October 13, 2026, the global skyline will undergo a dramatic transformation. From the towering heights of One World Trade Center in Manhattan to the historic arches of the Ness Bridge in Scotland, more than 325 landmarks across 50 U.S. states and 20 countries will be bathed in a specific tri-color palette of teal, green, and pink.
This coordinated display is the centerpiece of the #LightUpMBC campaign, an initiative spearheaded by METAvivor Research and Support. Coinciding with National Metastatic Breast Cancer Awareness Day, the event aims to pull back the curtain on the harsh realities of Stage 4 breast cancer—a disease that remains incurable and often overlooked during the broader celebratory tone of Breast Cancer Awareness Month.
Main Facts: A Global Campaign for the "Forgotten" Stage
While October is traditionally associated with "pink ribbons" and messages of early detection and "survivorship," the #LightUpMBC campaign addresses a more somber reality. Metastatic Breast Cancer (MBC) is breast cancer that has spread beyond the breast to vital organs such as the bones, liver, lungs, or brain. It is the only stage of breast cancer that kills, yet it historically receives a disproportionately small fraction of overall research funding.
The Scope of the 2026 Initiative
The 2026 campaign represents the largest iteration of the movement since its inception. Participating landmarks include some of the world’s most iconic architectural feats:
- The United States: One World Trade Center (NYC), Willis Tower (Chicago), Philadelphia City Hall, and the Memorial Bridge (Portsmouth, NH).
- International: Niagara Falls (Canada/U.S. border), Mactan-Cebu Airport (Philippines), and various sites across Europe and South America.
LightUpMBC Live
Parallel to the physical illuminations, a global broadcast titled "#LightUpMBC Live" will stream at 8 p.m. ET / 5 p.m. PT. Hosted by Tami Eagle Bowling, a veteran advocate living with MBC for 11 years, and Broadway star Kara Lindsay, the program serves as a virtual town hall. It will feature a blend of patient testimonials, updates from leading oncological researchers, and performances by high-profile artists, including two-time Tony Award winner Victoria Clark and Tony nominee Dorian Harewood.
The primary objective of both the lights and the livestream is fundraising. METAvivor distinguishes itself by directing 100% of net proceeds toward scientific grants specifically for Stage 4 research.
Chronology: From a Single Bridge to a Global Phenomenon
The evolution of #LightUpMBC is a story of grassroots advocacy fueled by personal loss. The campaign’s origins can be traced back to 2017, sparked by the vision of Jessica Moore.
2017: The First Light
Jessica Moore was diagnosed with metastatic breast cancer at the age of 32. During her treatment, she realized that the "pink" narrative of October did not reflect her experience as a terminal patient. Her simple wish was to see a local landmark lit in the MBC colors—teal, green, and pink—to signify that her community saw and supported those for whom there is no "cure." In 2017, the Memorial Bridge in Portsmouth, New Hampshire, became the first landmark to light up for MBC.
2018–2020: The Movement Gains Momentum
Tragically, Jessica Moore passed away in 2017 at the age of 36. Following her death, her best friend, Laura Inahara, founded the #LightUpMBC campaign to honor Jessica’s legacy. What began as a local tribute quickly resonated with the MBC community nationwide. By 2020, despite the challenges of the global pandemic, the campaign transitioned into a digital-heavy format, launching the first "Live" broadcast to connect isolated patients.
2021–2025: Expanding the Scientific Partnership
As the campaign grew, it solidified its partnership with METAvivor Research and Support. The focus shifted from mere "awareness" to "actionable funding." During this period, the campaign surpassed the $2 million mark in total funds raised, directly contributing to research projects that explore why cancer cells metastasize and how to stop them.
2026: A Record-Breaking Year
By October 2026, the campaign has reached a milestone of 325 landmarks. The inclusion of major international hubs like the Mactan-Cebu Airport signifies the movement’s expansion into a truly global advocacy network, transcending borders to address a universal health crisis.
Supporting Data: The Stark Reality of MBC in 2026
To understand the urgency behind #LightUpMBC, one must look at the statistical landscape of breast cancer. While five-year survival rates for localized breast cancer are high, the outlook for metastatic patients remains a significant challenge for modern medicine.
Mortality and Incidence
According to data from the National Cancer Institute (SEER) and the American Cancer Society, an estimated 42,670 people in the United States are expected to die from breast cancer in 2026. This translates to approximately 117 deaths every day. Nearly all of these deaths are the result of metastatic disease.
The Funding Gap
A persistent point of contention within the advocacy community is the allocation of research dollars. Historically, it is estimated that only 2% to 5% of all breast cancer research funding is dedicated specifically to metastatic disease. The vast majority of funds are directed toward prevention, early detection, and primary (Stage 1-3) treatment. METAvivor was founded to bridge this gap, ensuring that 100% of its research grants go to Stage 4 projects.
The Biological Challenge
MBC is not a static condition. Even when a patient achieves "No Evidence of Disease" (NED) through intensive therapy, the cancer cells can remain dormant and later develop resistance to treatments. This necessitates a "treatment for life" approach, where patients cycle through different therapies—chemotherapy, immunotherapy, and targeted treatments—until the cancer finds a way to bypass them.
Official Responses: Voices from the Frontlines
The leadership of METAvivor and the creators of #LightUpMBC emphasize that this campaign is "by patients, for patients."
Dr. Kelly Shanahan, METAvivor Board President, who has lived with MBC since 2013, highlighted the personal stakes involved in research funding. "When I was diagnosed, I certainly didn’t think I’d still be here 13 years later," Dr. Shanahan stated. "My hope, and the hope of so many others, lies in research. METAvivor-funded research is increasingly important these days. #LightUpMBC is the biggest contributor to this research and is also a way to bring us together as a community."
Laura Inahara, Founder of #LightUpMBC, reflected on the legacy of her late friend. "Jessica hoped to illuminate one local landmark. Today, her legacy helps families around the world shine a light for the people they love, teach patients with MBC how to advocate for themselves, and has now raised over $2.7 million for critical MBC research."
Tami Eagle Bowling, Campaign Director and Livestream Host, spoke to the dual purpose of the event. "We are here to educate the public that breast cancer isn’t always a ‘success story’ of early detection. But we are also here to show that through science, we can live longer, better lives. We are turning the lights on to ensure no one feels they are fighting this in the dark."
Implications: Changing the Paradigm of Stage 4 Cancer
The #LightUpMBC campaign and the work of METAvivor represent a fundamental shift in how society and the medical establishment view terminal illness.
From Terminal to Chronic
The ultimate goal of the research funded by this campaign is to transform MBC from a terminal diagnosis into a manageable chronic condition, similar to HIV/AIDS or Type 1 diabetes. By funding research into the mechanisms of metastasis and drug resistance, scientists are working toward a future where patients can maintain a high quality of life for decades rather than months.
The Power of Patient Advocacy
The METAvivor model is unique because it includes patient advocates in the scientific peer-review process. This ensures that the research being funded is not just theoretically interesting but has the potential for real-world impact on patient longevity and well-being. This "patient-centric" approach is increasingly being adopted by other disease-specific nonprofits.
Global Solidarity
The 2026 illumination of 325 landmarks serves as a powerful visual reminder of the scale of the MBC community. For many patients, the "Pink October" narrative can feel isolating. Seeing the world’s most famous buildings turn teal, green, and pink provides a sense of validation and visibility.
A Call to Action
As the sun sets on October 13, the public is encouraged to engage with the movement beyond just viewing the lights. METAvivor is calling for:
- Direct Donations: Funding the next round of MBC research grants.
- Social Awareness: Sharing photos of illuminated landmarks using the hashtags #LightUpMBC and #METAvivor to educate their own networks.
- Legislative Advocacy: Encouraging policymakers to increase federal funding for metastatic research through the National Institutes of Health (NIH).
Conclusion
The #LightUpMBC campaign is more than a visual spectacle; it is a global mobilization of resources and empathy. In a world where 117 people die every day from metastatic breast cancer, the lights serve as both a memorial for those lost and a beacon for those still fighting. As One World Trade Center and hundreds of other sites glow in the night sky this October 13, they send a clear message: the metastatic community is no longer invisible, and the search for a cure continues with renewed urgency.
For more information on participating landmarks, to view the livestream, or to make a donation, visit www.lightupmbc.org.
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