NEW YORK, NY — As the sun sets on October 13, 2026, the global skyline will undergo a dramatic transformation. From the towering heights of One World Trade Center in Manhattan to the mist-shrouded peaks of the Ness Bridge in Scotland and the bustling terminals of Mactan-Cebu Airport in the Philippines, more than 325 landmarks will be bathed in a specific tri-color palette: teal, green, and pink.
This coordinated display marks the highlight of National Metastatic Breast Cancer (MBC) Awareness Day. Led by the nonprofit organization METAvivor Research and Support, the #LightUpMBC campaign seeks to pull the curtain back on the often-ignored reality of Stage 4 breast cancer. While the month of October is traditionally synonymous with "pink ribbon" campaigns focused on early detection and survivorship, #LightUpMBC serves as a stark, luminous reminder that for hundreds of thousands of people, breast cancer is not a battle that ends with a "cancer-free" bell—it is a lifelong, terminal challenge that requires urgent scientific intervention.
Main Facts: A Global Beacon for the "Forgotten" Stage
The #LightUpMBC campaign is a massive logistical undertaking involving 195 cities across 20 countries and all 50 U.S. states. The choice of colors is deliberate and symbolic: teal represents healing and spirituality, green symbolizes hope and renewal, and pink acknowledges the breast cancer origin of the disease. Together, they form the MBC awareness ribbon, a symbol that distinguishes metastatic patients from those with early-stage diagnoses.
The centerpiece of the day’s activities is #LightUpMBC Live, a virtual broadcast scheduled for 8 p.m. ET / 5 p.m. PT. Hosted by Tami Eagle Bowling, an 11-year MBC survivor and campaign director, and Broadway star Kara Lindsay, the program will bridge the gap between scientific discourse and human storytelling. It will feature live feeds from illuminated landmarks, musical performances by Tony Award-winning talent, and insights from leading oncologists.
Crucially, the campaign is not merely about visibility. It is a fundraising powerhouse. METAvivor has announced that 100% of the net proceeds from the campaign and the livestream will be funneled directly into Stage 4 metastatic breast cancer research grants. This is a critical distinction in the world of cancer philanthropy, where a relatively small percentage of overall breast cancer funding is typically dedicated to the metastatic stage, despite it being the only stage that claims lives.
Chronology: From a Single Bridge to a Global Movement
The origins of #LightUpMBC are rooted in the personal tragedy and vision of a single patient. In 2017, Jessica Moore, a young woman living with MBC, had a modest goal: she wanted to see one local landmark lit in the MBC colors to bring attention to the disease that was taking her life. She reached out to the Memorial Bridge in Portsmouth, New Hampshire, which became the first landmark to participate.
Jessica Moore passed away at the age of 36, but her best friend, Laura Inahara, refused to let the spark die. Inahara founded #LightUpMBC as a legacy project, growing the initiative year after year.
- 2017: A single bridge in New Hampshire lights up for Jessica Moore.
- 2018–2020: The campaign expands across the Northeastern United States, gaining traction on social media through the #LightUpMBC hashtag.
- 2021: Despite the challenges of the pandemic, the campaign goes global, incorporating a virtual livestream to connect a homebound patient population.
- 2023: The campaign hits a milestone of $2 million raised for research.
- 2026: The movement reaches its current zenith, with 325+ landmarks and over $2.7 million in cumulative funds raised, proving that the demand for MBC-specific advocacy is stronger than ever.
Supporting Data: The Stark Reality of the 117
The urgency of the #LightUpMBC campaign is underscored by sobering statistics provided by the National Cancer Institute’s SEER (Surveillance, Epidemiology, and End Results) program. In 2026, it is estimated that 42,670 people in the United States will die from breast cancer. This equates to approximately 117 deaths every single day.
Metastatic breast cancer occurs when cancer cells break away from the original tumor in the breast and travel through the bloodstream or lymphatic system to form new tumors in distant organs, most commonly the bones, liver, lungs, or brain. While many believe that breast cancer is "cured" if caught early, the data tells a more complex story. A significant portion of those living with MBC were originally diagnosed at Stage 1, 2, or 3 and saw their cancer return as metastatic disease months or even decades later. Others are "de novo" patients, meaning they are diagnosed at Stage 4 from the very beginning.
For these patients, the medical terminology "No Evidence of Disease" (NED) is a temporary reprieve rather than a permanent cure. Because metastatic cancer cells often become resistant to specific therapies over time, patients must remain on a continuous cycle of treatments—moving from one line of therapy to the next as the cancer evolves. This "treatment for life" reality places an immense physical, emotional, and financial burden on patients, making the development of new, more durable therapies a matter of life and death.
Official Responses: Leadership on the Front Lines
The leadership of METAvivor is comprised largely of individuals who are themselves living with the disease, lending a unique authenticity and urgency to their mission.
Dr. Kelly Shanahan, the Board President of METAvivor, is a former obstetrician-gynecologist who was diagnosed with MBC in 2013. Her perspective bridges the gap between medical professional and patient. "When I was diagnosed, I certainly didn’t think I’d still be here 13 years later," Dr. Shanahan remarked. "My hope, and the hope of so many others, lies in research. METAvivor-funded research is increasingly important because it focuses specifically on the mechanisms of metastasis—how to stop the spread and how to treat the cancer once it has moved."
Laura Inahara, the founder of the campaign, emphasized the communal power of the lights. "Jessica Moore hoped to illuminate one local landmark. Today, her legacy helps families around the world shine a light for the people they love," Inahara said. "It teaches patients how to advocate for themselves and has now raised over $2.7 million for critical research."
Tami Eagle Bowling, the host of the upcoming livestream, highlights the psychological impact of the campaign. "Living with MBC can feel very isolating, especially in October when the world is focused on ‘beating’ cancer. #LightUpMBC tells us that we are seen, that our lives matter, and that there is a global community fighting for more time for us."
Implications: Shifting the Paradigm of Breast Cancer Advocacy
The success of #LightUpMBC signals a broader shift in the landscape of cancer advocacy. For decades, "awareness" was the primary goal—encouraging women to get mammograms and "think pink." However, as the survival rates for early-stage breast cancer have improved, the metastatic community has felt increasingly marginalized by a narrative that suggests breast cancer is a "solved" problem.
By focusing on the October 13 date, METAvivor is successfully carving out a space for a more nuanced conversation. The implications of this movement are three-fold:
- Philanthropic Accountability: By pledging 100% of net proceeds to research, METAvivor is setting a high bar for non-profit transparency. It challenges other large-scale breast cancer organizations to disclose exactly how much of their "pink" revenue goes toward finding treatments for the stage of the disease that actually kills.
- Scientific Innovation: METAvivor uses a rigorous peer-review process that includes both scientific experts and patient advocates. This ensures that the research being funded is not just scientifically sound, but also aligned with the quality-of-life priorities of the people living with the disease.
- Global Solidarity: The inclusion of landmarks in the Philippines, Scotland, and Canada demonstrates that MBC is a global health crisis. The campaign fosters an international network of patients and researchers who can share data and support across borders.
As the lights flicker on across the globe this October 13, they will do more than just provide a photo opportunity for social media. They will serve as a lighthouse for those navigating the dark waters of a terminal diagnosis, and a demand to the scientific community that the "117 a day" must not be forgotten.
The public is encouraged to participate by visiting participating landmarks, sharing photos with the hashtag #LightUpMBC, and tuning into the livestream at www.lightupmbc.org. In a world that often turns away from the reality of terminal illness, #LightUpMBC invites everyone to turn toward the light.
About METAvivor Research and Support
METAvivor is a 501(c)(3) non-profit organization dedicated to the specific fight against metastatic breast cancer. It is the only organization in the United States that exclusively funds MBC research through a competitive, peer-reviewed grant process. Their mission is to transition MBC from a terminal diagnosis to a manageable, chronic condition.
About #LightUpMBC Live
The #LightUpMBC Live broadcast features an array of world-class talent, including two-time Tony Award winner Victoria Clark, Tony nominee Dorian Harewood, and internationally acclaimed actress Christina Bianco. The program combines the arts with advocacy, ensuring that the message of MBC awareness reaches a broad, diverse audience.
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