The Advertising Standards Authority has received more than 100 complaints about Pancreatic Cancer Action’s controversial "I wish I had breast cancer" campaign, as the charity announced that the face of the advert died at the weekend.
Kerry Harvey passed away aged 24 on Saturday morning, having appeared in the charity’s campaign alongside the slogan “I wish I had breast cancer”.
Pancreatic Cancer Action’s chief executive Ali Stunt said: “Kerry campaigned with selfless vigour and, despite facing criticism, wanted to help others by encouraging earlier diagnosis and attract more funds for research. She said herself, 'Some people have to shout louder and I’m on my rooftop with a megaphone'.
“We are so grateful to her contribution to our awareness campaign. Her strength and fortitude we and other pancreatic cancer sufferers, their families and friends are very grateful for.
“Our thoughts are now with her husband Matt and all of her family and friends at this difficult time.
“We will never forget Kerry who will be dearly missed, and remain in the hearts and thoughts of all of us at Pancreatic Cancer Action.”
The ASA has received 118 complaints about the advert and will make a decision this week about whether to launch an investigation into the charity ad, which first aired at the start of February.
At the time Stunt said she had not expected the ad to cause as much of a stir as it did.
The campaign angered many breast cancer charities, who said it was unhelpful and incorrect to suggest one cancer was preferable to another.
According to The Guardian the campaign has now finished and the charity has no plans at the moment to run it again in future.
Pancreatic Cancer Action has now launched a 'signs and symptoms of the disease' campaign, as people are often diagnosed too late for surgery, which is currently the only cure. The average life expectancy most people after diagnosis is just four to six months.
The new creative features the same faces from the first campaign - Penny, Andy and Kerry - and still uses quotes, but focuses on how they and their doctors missed the symptoms of pancreatic cancer. Lines like “They call it the silent killer. But my symptoms weren’t silent” lead in to a list of symptoms to be aware of.
