Procter & Gamble (P&G) has joined forces with Al Zulekha Hospital in the UAE and Choithrams for the Pink It Now campaign, which will run in October as part of Breast Cancer Awareness Month. This effort aims to raise awareness of the condition, encourage screening and early detection, and generate funding for research into its cause, prevention, diagnosis, treatment, and cure.
Customers can receive a free breast cancer consultation and mammography when they spend AED70 on P&G brand items such as Pampers®, Tide®, Ariel®, and Herbal Essences® at Choithrams. P&G’s support for Pink It Now aligns with its mission to build a company and a society where everyone can achieve equality and inclusion.
Commenting on the initiative, a P&G spokesperson said: “P&G is committed to being a strong corporate citizen, and to continuously drive our commitment to support good causes. We are proud to launch the Pink It Now campaign in partnership with leading hospital Al Zulekha and Choithrams to support the fight against breast cancer. The initiative will play a key role in promoting early detection and prevention of breast cancer in the region.”
According to the Al Jalila Foundation, breast cancer is the most often diagnosed cancer among women in Gulf countries, with one in every eight women being diagnosed at some point in their lives. This emphasises the need of early detection and treatment as the most effective strategy to beat cancer and live life fully.
Co-Chairperson at Al Zulekha Healthcare Group, Ms. Zanubia Shams said: “Today great strides have been made in the fight against breast cancer, in no small part thanks to the efforts of local partners. We are proud to partner with P&G for the Pink It Now campaign to raise public awareness, educate on the importance of early detection, diagnosis, and treatment of breast cancer as well as provide guidance, identify risks and preventive measures.”
The Pink It Now campaign will help save lives by raising breast cancer awareness and delivering mammograms to the local community. Regional partners are playing an important role in raising breast cancer awareness and preventing it in the region.
Rajiv Warrier, CEO of Choithrams, said: “The Pink It Now campaign with P&G and Al Zulekha Hospital is a unique opportunity that will allow Choithrams to improve awareness in the fight against breast cancer and make screening more accessible. This initiative as one of the most promising and meaningful activations towards extending support to our customers and making a positive impact in our customers’ lives.”
This programme is in line with the UAE’s National Agenda’s world-class healthcare pillar, which emphasises the importance of preventative medicine and intends to eliminate cancer as part of Vision 2021.
