freuds launched the Time of My Life campaign on behalf of Roche and a coalition of cancer charities, fronted by Jodie Kidd who is speaking out for the first time of the loss of her sister-in-law to cancer.
If you were told you had terminal cancer, you would be forgiven for thinking that your doctor could prescribe you the best, approved, life-prolonging medication available. But sadly, that is often not the case and the result is an unequal system. The NHS has to make difficult decisions all of the time, and of course does not have infinite resource but these decisions affect patients and their families considerably.
This campaign intends to raise public understanding of what it means to be a cancer patient in the UK at a time when survival rates have fallen behind Europe in nine out 10 cancers and when almost half of cancer cases are diagnosed at a late stage.