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The Beer Designed for Cancer Patients
By: Adweek
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Chemotherapy is a harsh treatment for many forms of cancer, including breast cancer, and can cause a wide range of painful or simply uncomfortably side effects that make recovery especially difficult. For women undergoing chemotherapy, proper nutrition is vital, but the treatment’s effect on taste can make many foods and drinks unpalatable.

Mamma HELP, A Czech organization that helps women with breast cancer and their families, wanted to do something about that.

With the help of agency Y&R Prague, the advocacy group has created Mamma Beer, the first beer designed specifically for women with breast cancer. Mamma Beer has a sweeter flavor to offset chemotherapy’s negative impact on the patient’s sense of taste. It’s alcohol-free and packed with nutrients (including vitamin B and potassium) to give patients strength while undergoing treatment.

The journey for Y&R to become involved in this cause was a personal one. Tereza Sverakova, CCO of Y&R Prague, was diagnosed with an aggressive form of breast cancer several years ago. In one day, her life changed completely as  she began undergoing chemotherapy and radiation.

“I had breast cancer when I was only 34 years old,” she tells Adweek. “It was some time ago, but it is unforgettable. When Mamma HELP asked us to do an awareness campaign for them, it was an opportunity for me to dive into these painful memories and use them to try to turn them into something good. Chemotherapy is tough, and one of the side effects that many people are not aware of is a loss of taste. Everything tastes horrible, like metal.”

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