British organization, Pancreatic Cancer Action, is coming under fire for their newest ad campaign, which depicts Pancreatic cancer victims in various stages. But in seeking to raise awareness about the cancer with the lowest survival rate, it throws other cancers under the bus. Pancreatic cancer is the U.K’s fifth biggest cause of cancer and in the videos and print ads, patients say, “I wish I had testicular cancer.” “I wish I had breast cancer.”
Ali Stunt, the charity’s founder, was diagnosed with pancreatic cancer in 2007 at the age of 41 – justified the campaign.
She told the Daily Mail: “When I was diagnosed I was horrified to learn the survival rate and actually found myself wishing I had a different type of cancer. I understand that any type of cancer is a horrible, horrible disease – not least metastatic breast cancer [that which has spread] – and would not wish cancer on anyone. But there are patients with pancreatic cancer who would prefer to have another type with a better prognosis [such as breast or testicular]. Eighty-two per cent of patients with pancreatic cancer will die within a year and the average life expectancy is four-six months.”
But not everyone agrees with her justification of the campaign.
Chris Askew, Chief Executive of Breakthrough Breast Cancer, said: “We strongly dispute any message which suggests that one type of cancer is preferable to another.
“We believe Pancreatic Cancer Action’s recent campaign does just this. I’ve yet to meet a man or woman with breast cancer who would consider themselves in any way fortunate to have received a diagnosis.”
Take a look at their tv ad: