The Metastasizing Chair Installation Urges Public Action for Early Breast Cancer Detection
Breast cancer won’t wait—neither should routine screenings.
Toronto, ON, October 30, 2024 – Breast Cancer Canada proudly unveils The Metastasizing Chair installation at Union Station, an evocative artistic expression that sparks essential conversations about the critical need for early breast cancer detection. Open to the public , this powerful installation serves as a poignant reminder that time is of the essence when it comes to breast health.
WHEN:
- Wednesday, October 30, 2024 | 7:00 AM – 8:30 PM
- Thursday, October 31, 2024 | 7:00 AM – 8:30 PM
WHERE:
Union Station, Toronto, ON
Bay Concourse (right by the entrance to Scotiabank Arena inside Union Station).
WHO:
- Brought to life by the advocacy efforts of Breast Cancer Canada
- Creative concept and project management by 123W – One Twenty Three West
- Experiential execution and activation managed by CRUEL Advertising
- In collaboration with Toronto-based artist Erin Vincent
A Manifestation of Delayed Detection: The Metastasizing Chair evolves over time, developing lumps and irregularities that visually illustrate the silent progression of undetected breast cancer. This striking transformation is a direct call to action, emphasizing Ontario’s recent policy change that lowers the age for routine mammogram screenings to 40. By transforming a complex health issue into a visceral experience, Breast Cancer Canada aims to foster public engagement and advocate for impactful health policy changes that highlight the life-saving benefits of early detection.
Kimberly Carson, CEO of Breast Cancer Canada, states, “I see The Metastasizing Chair as a powerful symbol of the many layers of waiting that breast cancer patients endure. We must empower women to take charge of their breast health by prioritizing routine screenings. With Ontario’s recent policy shift allowing individuals aged 40 to 49 to self-refer for mammograms, we encourage everyone to act decisively—breast cancer won’t wait, and neither should you. Appointments can be made by contacting your nearest Ontario Breast Screening Program location or calling the Ontario Breast Screening Program at 1-800-668-9304. Early detection saves lives!”
Marie Cermakova, Associate Creative Director at One Twenty-Three West, adds, “This project transforms breast cancer from an unseen threat into a tangible, evolving experience. The strategy draws inspiration from the hidden nature of breast cancer’s progression—The Metastasizing Chair visibly changes over time, developing lumps and irregularities to illustrate how breast cancer advances when left undetected. This artistic representation challenges us to feel the urgency of timely action, making the issue of delayed detection not just a concept to understand, but an emotional experience to confront.”
Through The Metastasizing Chair, Breast Cancer Canada delivers an urgent message that empowers Canadians to prioritize their health and proactively seek breast cancer screenings.
For additional details on Breast Cancer Canada’s initiatives, please visit breastcancerprogress.ca.
To learn more, please contact:
Angela Marlatt
Vice President, Mission & Advocacy
📞 800-567-8767 ext. 707
📧 amarlatt@breastcancerprogress.ca
🌐 breastcancerprogress.ca