Breast cancer is not a pink ribbon" is a frequent message throughout The Scar Project. Jay states that "in our society, breast cancer is hidden behind a little pink ribbon that (unintentionally) diminishes something that is terrifying, disfiguring, deadly." Jay hopes that The Scar Project "presents an opportunity to open a dialogue about issues we are not necessarily comfortable with." [4] Primarily a campaign to raise awareness, The SCAR Project puts a raw, unflinching face on early onset breast cancer while paying tribute to the courage and spirit of many brave young women afflicted with the disease.
Many women who have been the subjects of The Scar Project claim that their participation in the project represents a personal victory over fighting the disease. The Scar Project also gives voice to the lives of women who have since died fighting breast cancer. In one instance within the series, an empty black frame represents one woman who died days before her photograph was to be taken