15 Public Awareness of MBC A greater understanding of what MBC is and how it differs from early stage breast cancer is needed among patients, their families and HCPs, researchers, and the public. • The focus on “fighting” and “beating” breast cancer has led to the creation and dominance of a breast cancer “survivor” identity, which masks the reality that women who have had early stage breast cancer can develop metastatic disease. • The focus on screening and survivorship can stigmatize patients who experience a recurrence or are diagnosed at stage IV—they may be perceived to be at fault for the cancer’s progression. • The effects of public and professional misconceptions or lack of understanding about MBC can negatively influence decisions made by patients and their doctors regarding treatment and quality of life. • More can be done to build the understanding of HPCs about how to discuss treatments and quality of life, including palliation with their patients. Analysis to Action This landscape analysis has provided the Alliance with a foundation of shared knowledge of the MBC landscape and pointed us to some critical gaps/needs to be addressed. Collectively, we are now better informed about the areas of scientific research for further exploration, the need to accelerate improvement in quality of life, the gaps in information and support services that require resources, and the current state and limitations of the epidemiology of MBC. One of the forces that drove breast cancer and MBC advocate organizations to join in an Alliance was the need to build understanding about the different types of MBC and how it differs from early stage breast cancer, not just for people living with the disease and their HCPs, but also researchers, policy makers, and the general public. In moving forward, MBC Alliance members agree that pivotal to resolving gaps/needs is an effort to build greater understanding in all our future endeavors. The power of the Alliance lies in our collective experience, resources, and spheres of influence. Guiding our approach to future work is a commitment to not duplicate efforts of individual organizations in the Alliance, and to collaboration to ensure we learn from each other’s experience and research. As our work is resource intensive and time consuming, we will be thoughtful in committing our assets and will develop an evaluation framework as part of our planning for 2015–2016. We have identified a series of actions for our next phase of work over 2015 and 2016. These actions require sustained commitment of multiple stakeholders and MBC Alliance members stand ready to contribute time and energy to this work. We look forward to reporting on our progress in 2015. “The deaths of 108 people today from MBC will not make the nightly news. If they did, most of the public might be surprised, but then conclude that these women and men probably did not get a mammogram early enough, or fight the disease hard enough.” Shirley Mertz, SABCS 2013