MAMA – A powerful story about breast cancer, motherhood and the importance of early detection
Think Pink Europe is proud to relaunch MAMA, a powerful short film created to raise awareness of breast cancer and the importance of knowing your body, recognising changes and seeking medical advice without delay.
At the heart of the film is something deeply human: a mother and her child.
Breast cancer does not only affect the person who receives the diagnosis. It affects families, relationships and the people who depend on us. And behind every diagnosis is a person with a life, dreams, responsibilities and loved ones.
From the UK to the rest of Europe
Common People Studio has released MAMA, a moving short film written and directed by Denise Moreno, in support of Pink Ribbon Foundation UK, on World Cancer Day.
Following a special cinema run throughout January and into February, delivered in partnership with DCM Studios, the film launched across social channels on 4th February. The limited theatrical release saw MAMA play on cinema screens all around the UK, allowing audiences to experience the film as it was originally intended.
With the support of Pink Ribbon Foundation UK, the film has now found its home as part of a wider conversation around breast cancer awareness, recovery, and life after treatment. And through Think Pink Europe, the short film will be used as an awareness campaign, played in cinema's all over Europe, starting in October 2026!
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A message that can save lives
Early detection can make a significant difference in breast cancer care. Yet too many women still postpone checking a change in their breast or speaking to a healthcare professional.
MAMA reminds us that paying attention to our bodies matters.
A change in the breast does not necessarily mean cancer. But changes such as a new lump, a change in the size or shape of the breast, skin changes, nipple changes or unusual discharge should not be ignored.
Know your body. Notice changes. Get them checked.
The film does not aim to create fear. Instead, it encourages awareness and action – because finding breast cancer at an earlier stage can offer more treatment options and better outcomes.
MAMA harnesses the emotional power of cinema to inspire conversations, increase breast cancer awareness, promote early detection, and unite Europe behind a life-saving message.
A story beyond borders
MAMA tells the story of a young woman, played by real-life cancer survivor Lucia Vioque, who feels anxious about re-entering the world following a mastectomy. As she prepares to leave her home, she discovers a recorded message on her phone from her daughter — a small, intimate moment that shifts her perspective and captures the quiet strength found in connection and love.
Every year, hundreds of thousands of women across Europe are diagnosed with breast cancer, while access to screening, diagnosis, treatment, support and follow-up can differ significantly from one country to another.
This is why awareness remains an essential part of closing the healthcare gap in Europe.
Through MAMA, Think Pink Europe wants to bring this message to women, families, workplaces and communities across Europe – in a way that is simple, personal and universal.
Because breast cancer may affect any of us.
Watch MAMA
We invite our members, partners and supporters to share MAMA throughout October and beyond.
Whether you are a mother, daughter, sister, partner, friend or colleague, take a moment to share the message with the women in your life.
Know your body. Don't ignore changes. Talk to a healthcare professional.
Together, we can raise awareness, encourage earlier detection and continue working towards equal healthcare for breast cancer patients across Europe.
Watch the MAMA film and share the message.