'Women must look for signs'

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Maria Cesay, 32, whose mother also had cancer, will be on the screen in Piccadilly Circus from this week.

Ms Cesay, from Greenwich, works as a researcher for charity Breakthrough Breast Cancer, which is supporting the Everybody's Doing It campaign. It is part of a European-wide drive by charities and coincides with European Breast Cancer Awareness Day tomorrow.

Ms Cesay is at risk of a form of breast cancer known as triple negative, which her cousin Mena Kamara, 35, suffered from. It is an aggressive form which accounts for 15 out of every 100 cases. It is more common in African women but doctors do not know why.

Ms Cesay today revealed her cousin could have been saved if she had visited the doctor earlier.

The research manager said Ms Kamara, who died 10 years ago, discovered a lump but did not go for a check-up for several months.

Ms Cesay said: "Mena had a lump but left it far too long and by the time she got to the doctor it was too late. She left behind five children including three daughters who were really young. My aim is to make sure they and all women check themselves."

Ms Cesay's mother Isatta, 56, did seek prompt treatment in 2003 and survived.