Jay was inspired to begin shooting The Scar Project in 2005 when a friend was diagnosed with breast cancer at age 29. Since then Jay has photographed over 100 young women ages 18–35 across the nation. A mission of The Scar Project is to raise awareness of early-onset breast cancer, and to help young survivors see their experience through a fresh lens
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.