AstraZeneca has launched a photo-sharing campaign on Twitter, Instagram and other social media sites to raise awareness of metastatic breast cancer (MBC).

The campaign encourages women with MBC to take photos of themselves that highlight their journey with the disease and post them on the sites along with #MBCStrength.

The campaign was launched last month and pictures had been uploaded to Twitter by October 1 may be used for a display in New York's Times Square on October 13 - Metastatic Breast Cancer Awareness Day, though only with the user's permission.

Gregory Keenan, vice president of medical affairs and US head medical officer at AstraZeneca, said: "Patients are at the heart of everything we do at AstraZeneca, and this campaign reinforces our commitment to the strong, inspiring women who live with metastatic breast cancer every day.

“Our goal is to further connect these women during their journeys and provide access to tailored educational tools."

The campaign fits with AZ's MyMBCStory.com site, which houses tools and information for women with MBC.

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