A media release from Cure Our Ovarian Cancer:
Friday May 8th is World Ovarian Cancer Day, and a young New Zealand woman, Jane Ludemann, has instigated a huge billboard campaign in New York’s Times Square to raise awareness and funding support for the often overlooked deadly disease.
“This campaign is about ensuring women living with ovarian cancer the world over experience hope for a better future. At times it can feel like we’re alone, almost as if we’re in an empty Times Square. That is why we need more eyes on this disease and more investment in research and hopefully we’re making that point with our new campaign,” says Ludemann.
In 2018 a young Canadian model, Elly Mayday, stood in Times Square in her teal underwear to raise awareness and funding for ovarian cancer research. She died of the disease ten months later but her efforts inspired Brianna Wagner to stand in her place in 2019. In 2020, the research charity, Cure Our Ovarian Cancer, planned to mark the day again with an organised fundraising event that involved sixty ovarian cancer sufferers from around the globe gathering in Times Square.
Unfortunately Covid-19 restrictions made this impossible but Jane, also an ovarian cancer sufferer and founder of Cure Our Ovarian Cancer, was determined to continue the campaign and went on to secure one of the largest billboard’s in Times Square. Ludemann enlisted creative and digital agency Topham Guerin to develop the campaign to highlight the need for crucial research into curing the dangerous cancer, and honour the contribution of Elly Mayday.
Cure Our Ovarian Cancer is a New Zealand based charity dedicated to improving the survival of women with low-grade serous carcinoma. Founded in 2018, they raise funds directly, and through partner organisations in the United States, Canada, the United Kingdom, Australia and New Zealand. They want to see the survival rates of Low-Grade Serous Carcinoma (LGSC) reach those of breast cancer.
About Ovarian Cancer
Ovarian Cancer is the most lethal of all women’s’ cancers, the death rate being double that of breast cancer and it is the seventh most common cancer worldwide. Every year more than 300,000 women are diagnosed with the disease – about the daily number of people that pass through Time Square each day (330,000) – and 180,000 women will die from it. By 2024 the incidence of ovarian cancer will increase by 47% and the number of deaths each year will rise to 293,000 it is predicted.
Background – Low-Grade Serous Carcinoma (LGSC)
Jane Ludemann was diagnosed with LGSC in 2017. LGSC is an often incurable subtype of ovarian cancer that disproportionately affects young women. Half are diagnosed in their 20s, 30s and 40s and the initial treatment usually consists of menopause inducing surgery, chemotherapy and/or hormone inhibitors.
In 1997 research showed the addition of hormone inhibitors like Letrozole could double the time it takes for a woman’s cancer to return. Letrozole received FDA approval for breast cancer in 1998.
“A 20 year delay in cancer treatments is unacceptable” says Ludemann.
She was shocked to discover fewer research papers per year were being published on her ovarian cancer per year than on breast cancer papers per day.
“It was hard to believe just how little research was happening anywhere in the world for the cancer trying to kill me.”
In 2018 she founded research charity Cure Our Ovarian Cancer to raise crucial funds to help researchers find treatments to improve survival.
“It’s a horrible, horrible silent killer and being diagnosed feels really isolating. But, despite what they are going through, we are an amazing community and this is what drives Cure Our Ovarian Cancer.”
“It’s really hard at any age to get this diagnosis, harder still to be diagnosed when you’re in your 20s, 30s and 40s. Elly was really brave and was one of the first women to be really public about her journey, and other women diagnosed looked up to her,” Ludemann says. “This is why we wanted to honour her memory and generate a conversation around ovarian cancer research. It also helps other sufferers to know they are not alone when going through this.”
The theme of this year’s World Ovarian Cancer Day is powerful voices and while there won’t be many people in Times Square because of the lockdown the billboard will provide a powerful voice to raise awareness of the disease and the need for research funding.
The billboard will go live at 4pm New Zealand time (midnight in New York).
You will be able to see it here