The Cancer Currency

How do you measure the value of a life? For women with incurable metastatic breast cancer, their time is priceless, yet often overlooked by policy. We created a currency that couldn't be ignored, representing the invaluable years lived by these women and demanding that policymakers invest in their future.

There are significant gaps in healthcare policies and legislation for those living with metastatic breast cancer, with people unable to access critical support and treatment based on their needs. I am delighted with this fantastic result. Without doubt, the creativity behind the campaign, coupled with our five wonderful ambassadors, has helped to reach this landmark commitment from the European Commission. This is a long road, and we could not walk it without the help of our patients, members, and creative partners

Marzia Zambon

Executive Director, Europa Donna

Metastatic breast cancer (MBC) is incurable and affects thousands of women across Europe. Despite its prevalence, health policies, budgets, and investment overwhelmingly focus on early-stage cancer, leaving those with MBC feeling invisible and undervalued. Our challenge was to break through this policy inertia and secure specific recognition and funding for a community that desperately needed support.

The core inspiration was the profound, immeasurable value of the women living with MBC. We believed that if policymakers could see this value in a tangible way, they would be moved to act. We needed a universal language to communicate worth, value, and time. The most powerful and universally understood language for value is money. This sparked the idea of creating a currency to represent their lives.

We created "The Cancer Currency"—a suite of banknotes celebrating the stories of five women and the years they have lived with MBC. Designed by renowned banknote artist Brian Thompson, the man behind the current US $50 and $100 bills, the currency was crafted with the authenticity of real money. This powerful symbol transformed the abstract value of their lives into a tangible asset, creating a compelling and undeniable call for investment in their future.

The women presented their currency to Stella Kyriakides, the EU Commissioner for Health and Food Safety. In a landmark response, she announced the first-ever specific funding for metastatic cancer within Europe’s Beating Cancer Plan. This trailblazing campaign achieved its primary policy goal, creating a powerful tool that Europa Donna continues to use to advocate for improved awareness, data, treatment, and support across Europe, ensuring these women are never forgotten.