Charity defends ‘I wish I had breast cancer’ slogan amid outrage

WATCH ABOVE: Pancreatic Cancer Action “I wish I had” campaign

TORONTO – A U.K. charity aiming to raise awareness of pancreatic cancer has caused an outcry after its latest campaign shows a series of real patients wishing they had other forms of cancer instead.

Launched on Tuesday, the Pancreatic Cancer Action says it hopes its powerful advertising highlights the poor survival rates of the disease and wants to present to the general public the terrible prognosis that every pancreatic cancer patient currently faces upon diagnosis.

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“We are sorry if this campaign upsets anyone and our heart goes out to anyone affected by cancer.  All types of cancer are horrific and the last thing I would wish on anyone,” said Ali Stunt, founder of Pancreatic Cancer Action and a survivor of pancreatic cancer.

“Our advert is not stating that someone wished they had cancer but rather they wish they could swap pancreatic cancer with a cancer that gives them a better chance of survival.  We purposely selected cancers for our campaign that have a significantly better survival rate than pancreatic cancer.”

The charity says that due to lack of awareness of the disease and symptoms, people are often diagnosed too late for surgery, “which is currently the only cure.”

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“The average life expectancy most people will face is just four to six months,” reads a blog post. The charity says that the five-year survival rate of pancreatic cancer—the fifth deadliest cancer in the U.K.—is just three per cent.

Critics called the campaign offensive and insensitive to all cancer victims and their families.

The chief executive of U.K.’s Breast Cancer Campaign told London’s Civil Society that she was  “shocked and saddened” by the advert.

“While the intention of the campaign is great, the adverts are hugely upsetting and incredibly insensitive and divisive,”  she said.

On Wednesday, the charity released a statement and video hoping to give critics of the campaign more insight into the reasons for the series of advertisements.

“It is important to remember that the advert features real pancreatic cancer patients and all they want is a better chance of survival,” reads part of the statement.