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The UAE sees pink this month with a myriad of breast cancer awareness campaigns – from a Pink bus to a Pink walk to bikers wearing Pink T-shirts — taking centre stage after Ramadan.
BurJuman's annual Safe and Sound Breast Cancer Awareness Campaign kicked off the campaign with their pledge wall last month, in which mall patrons could buy a pink ribbon for Dh5 each that they would then pin to the wall, often with personal messages of support and solidarity.
Sabina Khandwani, marketing manager for BurJuman, told tabloid! that the response has been overwhelming so far.
"The wall is filling up," she said.
She added that the events have been designed to involve people of all ages and walks of life, such as the Breast Cancer Survivor Fashion Show, which features breast cancer survivors to "show hope and that there is life after cancer" on October 18.
Saks Fifth Avenue, as part of BurJuman's initiative, will hold a special shopping weekend on October 24-27. During this time, two per cent of the sales money will be donated to Friends of Cancer Patients, a charity based in Sharjah.
Other events such as the Harley Davidson Bikers' Parade on October 19 gives men a chance to participate and show their support by driving to Fujairah, where they will distribute information leaflets on self-breast examinations.
Fund-raising will be done through the aero-thon on October 18, where the public can attend a 45-minute fitness class for Dh20 at Fitness First, and the third annual Pink Walk on October 26. All proceeds will go to charity, determined by the Safe and Sound Steering Committee, which includes the Red Crescent Authority and local activists.
Sabina said the committee hoped to raise more than last year's Dh227,000 this year.
"We hope it will be a whole lot more because we're doing a whole lot more," she added.
Events scheduled elsewhere in Dubai include a photography exhibition of celebrities by famous photographer Rankin, titled Breast Friends, which will run from October 17 to 24 at the Jam Jar Gallery. Admission is free.
Friends of Cancer Patients also has many activities planned.
Dr Sawsan Al Madhi, office manager for the group, told tabloid! that the campaign would flag off a Pink Bus tomorrow, which would travel around the UAE and distribute information on breast cancer, scheduled to arrive in Sharjah on October 22.
The next major event is an information dissemination campaign, which will be held in places with a high volume of visitors, such as Lulu Hypermarket in Ajman on October 18.
The month's events conclude with an awareness campaign at Al Qassimi Hospital.
"It will be more elaborate and comprehensive because it will be at a hospital. It will definitely have a demonstration on how to conduct a self-breast examination," Dr Sawsan said, adding there were many other activities planned.
For more information on other activities by Friends of Cancer Patients call (06) 506-5542/3.
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