William Lauder (CEO of Estée Lauder companies), Dame Lesley Fallowfield, Liz Hurley and Professor Mitch Dowsett at US Ambassador's official residence for breast cancer campaign event.

A leading cancer expert will join actress and model Liz Hurley in promoting the 25^th anniversary of a worldwide breast cancer campaign.

Dame Lesley Fallowfield, Professor of Psycho-oncology at Brighton and Sussex Medical School (BSMS), has been selected as the key academic for The Estée Lauder Companies’ Breast Cancer Campaign as it launches its attempt at a record-breaking year in the fight to end breast cancer.

Professor Fallowfield and Ms Hurley will appear on ITV’s Loose Women this afternoon, with the entire lunchtime show dedicated to the pink ribbon campaign in front an audience whose lives have been affected by breast cancer.

The pair will also feature on Emma Barnett’s mid-morning BBC Radio 5 Live show on Thursday alongside two breast cancer patients before Prof Fallowfield flies out to New York to continue promotion of the campaign state-side next week.

Professor Fallowfield, who became professor of psycho-oncology at the University of Sussex in 2001, said: “The amazing advances made in diagnosis and treatment offer many more women genuine chances of cure or of surviving longer with the disease.

“Our research emphasis is now on ensuring that the quality of this extra survival time is as good as possible.

“With the continued support of breast cancer patients willing to enrol in our research studies, we hope to see further successes in the next 25 years and more patients able to return to a normal life enjoying a good quality of survival.”

Professor Fallowfield, who was made a dame in the 2016 New Year honours list, is a grantee of the Breast Cancer Research Foundation, which was founded by Evelyn Lauder and which has raised more than $70 million to support global research, education and medical services.

BCRF is funding Professor Fallowfield and colleagues’ studies into the impact of various interventions on stress levels of women with breast cancer and evaluations of a new educational program designed by Sussex Health Outcomes Research & Education in Cancer (SHORE-C) group to help oncologists when discussing genomic test results with patients about the risk of cancer recurrence.

The pink ribbon campaign, launched in 1992, is targeting its largest-ever one-year commitment of $8 million in financial contributions to mark the quarter century anniversary.

For more information, visit bcacampaign.com.