Dubai: Zulekha Hospital’s ‘Pink It Now’ breast cancer awareness campaign has attracted over 13500 women to attend the free screenings and consultations in its hospitals to-date over the last 10 years. The campaign was launched in its 11th year on Tuesday, 4 October 2022 by Co-Chairperson Ms. Zanubia Shams along with H.E Dr. Hussain Abdul Rahman Al Rand, Assistant Undersecretary for the Public Health Sector, Ministry of Health and Prevention. Other delegates included Dr. Latifa Alrustmani - Head of Section, Dr. Hind Ahmed Al Awadi, Head of Health Promotions and Education Section and Dr. Moaza Hashim Al Bedwawi, General Surgery represented Dubai Health Authority. Dr. Suhaila Qayed, Director of Training and Continuous Education, Dubai Corporation for Ambulance Services and Major Anoud Ahmed Al Saadi, Head of Dubai Police Women’s Council also joined the launch. 

H.E Dr. Hussain Abdul Rahman Al Rand said, “The Ministry of Health and Prevention, UAE aims in creating disease awareness, in particular breast cancer which can be treated, if detected early. We value public and private firms working together to raise awareness amongst both genders who are at risk, and their families through public health education programs. We encourage organizations and individuals to spread this message and provide the information on the right sources to those who need it at right time. I appreciate Zulekha Hospital to pioneer in providing free screening opportunities for the public, who could benefit the most.  Such public private partnerships can give more people better healthcare!”

The ‘Pink It Now’ campaign aims to raise awareness about breast cancer, the importance of early detection and the benefit of regular check-ups. Despite the pandemic last year saw tangible figures of up to 769 patients registering for mammograms and specialist check-ups in the campaign.

In the UAE, it is known that breast cancer accounts for the most commonly diagnosed cancer in both sexes with 21.4% according to the WHO and 38.8% in females of all ages in the UAE in the year 2020*. Early detection of breast cancer is vital since it is linked to a greater number of treatment choices, a better prognosis, and a higher quality of life. It gives women with a significant family history of breast cancer the best opportunity of getting appropriate treatment and improving their outcomes. As a result of the delays in identification and treatment, potentially increasing mortality, more severe treatment may be required

Zanubia Shams, Zulekha Hospital Co-Chairperson added, “We reinforce this message of early detection and prevention of breast cancer for both genders year on year and are proud that our consistent awareness has impacted thousands of lives and their dear ones. Organizations are increasingly seeing the need to raise this awareness and we are happy to extend this message with their support far and wide.”
  
This year’s launch also included a panel discussion on the risks, symptoms, diagnosis, treatments and support group by a set of clinicians including Dr. Sameh Aboamer - Consultant Surgical Oncology, Dr. Soha Abdelbaky - Consultant Medical Oncology, Dr. Rham Zaki - Consultant Oncology, Dr. Anil Kumar Arora - Specialist Radiology, Dr. Bharadwaj Ponnada - Specialist Medical Oncologist; Dr. Maria Shabbir Saria - Specialist General Surgery and Ms. Arathi Vijayan - Clinical Psychologist. 

Survivors Annelyn Pongase Paunon and Revielyn Dizon Merciadez shared their experiences and how the early detection actually helped save their lives.
 
‘Pink It Now,’ supported by partners Anantara Downtown Dubai Hotel, P&G, Ford Warriors in Pink – Ford MENA, Dar Al Khaleej and Cool & Cool, is one of Zulekha Hospital’s core CSR initiatives, stressing the importance of strategies for cancer prevention, early detection and management of patients with the disease. 

Commenting on the initiative, Claudia Manuel, Communications Director, P&G said: “P&G’s support for Pink It Now stems from our commitment to be a force for good through our brands wherever we operate. The initiative continues to play a key role in promoting early detection and prevention of breast cancer in the region. And we are pleased to play our role in continuing to help eliminate stigma and shine a light on the importance of early detection. In addition to advancing awareness, it provides partners and consumers the opportunity to get involved and support this important cause.”

In addition to free X - Ray mammogram and consultations with oncologists and general surgeons, the hospital offers 50% discounts on ultrasound tests if advised by the doctors. To register and book free careening appointments, individuals can call or WhatsApp on 600524442 or visit https://zulekhahospitals.com/pinkitnow/