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Procter & Gamble (P&G) has partnered with Zulekha Hospital and Choithrams in the UAE to launch Pink It Now as part of Breast Cancer Awareness Month in October. The initiative is dedicated to raising awareness of the disease, promoting screening and early detection, and raising funds for research on its cause, prevention, diagnosis, treatment, and cure.
Purchase P&G brand products (such as Pampers®, Tide®, Ariel® and Herbal Essences®) 70 AED at Choithrams, and customers will receive free breast cancer consultation and mammography. P&G’s support for Pink It Now is in line with its vision of creating a company and a world where everyone can achieve equality and inclusiveness.
Commenting on the initiative, a P&G spokesperson said: “P&G is committed to becoming a strong corporate citizen and continuing to promote our commitment to supporting public welfare. We are proud to be cooperating with leading hospitals Zulekha and Choithrams to launch the “Pink It Now” campaign To support the fight against breast cancer. This 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 commonly diagnosed cancer among women in Gulf countries, and one in eight women is diagnosed in their lifetime. This highlights the importance of early detection and treatment, as it is the most effective way to overcome cancer and fully enjoy life.
Ms. Zanubia Shams, Co-Chairman of Zulekha Healthcare Group, said: “Today, tremendous progress has been made in the fight against breast cancer, thanks in large part to the efforts of local partners. We are proud to be cooperating with P&G on the Pink It Now campaign To raise public awareness, promote the importance of early detection, diagnosis and treatment of breast cancer, and provide guidance, risk identification and preventive measures.”
The Pink It Now campaign will help save lives by raising awareness of breast cancer and providing mammograms for local communities. Regional partners play a key role in promoting breast cancer awareness and prevention in the region.
Rajiv Warrier, Chief Executive Officer of Choithrams, said: “The Pink It Now event in partnership with P&G and Zulekha Hospital is a unique opportunity that will enable Choithrams to raise awareness of fighting breast cancer and make screening easier. This initiative is the most One of the most promising and meaningful initiatives aimed at supporting our customers and having a positive impact on our customers’ lives.”
As part of the 2021 vision, the campaign is in line with the world-class healthcare pillar of the UAE’s national agenda, which emphasizes the importance of preventive medicine and seeks to reduce cancer.
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