TOKYO (TR) – The Ministry of Health, Labor and Welfare has abruptly canceled a promotional tie-up with an upcoming film aimed at young cancer patients after facing fierce backlash over the movie’s title, which translates to “Even if Mom is no longer in this world,” reports the Sankei Shimbun (Aug. 24).
The campaign, announced just days ago on August 19, was intended to raise awareness of support systems for the AYA (Adolescent and Young Adult) generation—cancer patients aged 15 to 39. The film, set to hit theaters on October 2, is based on the true story of a woman diagnosed with stage IV colon cancer at the age of 21.
However, the ministry’s plan to display posters in hospitals featuring the grim title alongside the catchphrase “To you who were diagnosed with cancer in the AYA generation” sparked immediate outrage. Medical professionals and cancer patients slammed the campaign as highly insensitive and tone-deaf to those fighting for their lives.
Lower House lawmaker Makoto Sasaki of the Democratic Party for the People, a cancer survivor who was diagnosed with malignant lymphoma at age 26, took to X to voice her objections.
“As someone who has been through this, I feel a strong sense of discomfort,” Sasaki wrote, demanding the ministry reconsider the poster’s messaging and placement. Speaking to the Sankei, she added that she intends to investigate the internal decision-making process that allowed the campaign to be approved.
Facing mounting criticism, the health ministry issued a formal apology on Monday and pulled the plug on the initiative.
“We sincerely and deeply apologize for causing discomfort to patients fighting cancer and their families,” the ministry said in a statement. Medical institutions that had already received the posters have been instructed not to display them.
The PR disaster follows another recent government blunder involving poorly vetted media collaborations. On August 21, the Justice Ministry was forced to scrap a promotional tie-up with the Netflix reality show “Love Joto” after a cast member boasted on the program about having “set someone on fire,” triggering a massive uproar on social media.
