Pink Caravan launches breast cancer awareness drive

The Pink Caravan, the pan-UAE breast cancer awareness initiative by the Friends of Cancer Patients (FoCP) charitable society, and Dubai Taxi Corporation 'DTC'- part of the Roads & Transport Authority – Government of Dubai, will be taking the fight against breast cancer to the streets in October.

In support of International Breast Cancer Awareness Month, and to encourage more women to get themselves checked – thus enabling early detection and treatment – the Pink Caravan has launched an innovative taxi campaign.

Commenting on the initiative, Dr Sawsan Al Madhi, Secretary General for Friends of Cancer Patients charitable society (FoCP) and Head of the Pink Caravan's Medical and Awareness committee said: “The Pink Caravan is dedicated to improving breast cancer awareness through education and providing services to women (and men) across the 7 Emirates of the UAE. We are making use of new and innovative methods to reach out to women with awareness messages in ways that will make them stop for a second and think about the threat and the very real possibility of developing breast cancer. We are hoping to engage women by providing a safe and intimate setting which, of course, is suitably pink!”

She said: “We would like to thank JWT for coming up with this unique awareness concept and for their continuous support to all Friends of Cancer Patients initiatives, and to DTC for making it all possible. We would also like to thank Power Print and Bsynchro Ad for their support.”

The message that will be communicated during this innovative breast cancer awareness drive is to ‘feel for the signs’. Dr. Al Madhi explains, “Breast cancer is not always easy to detect, but regular self-examination increases the chances of early detection which, in turn, significantly raises chances of survival. Essentially, early detection is your protection.”

“DTC is honoured to take part in this campaign and to contribute to society’s awareness about this important topic and what a great way to spread the message through our Ladies & Family Taxi Service”, said Mansoor Rahma Al Falasi Director of Resources & Support Department of Dubai Taxi Corporation. Where this step comes within the social and humanitarian activities carried out by the corporation in the framework of social responsibility which attaches great importance as part of its corporate values, including supporting initiatives that deal with all segments of society and activate their role in community service.

Al Falasi added that the initiative will be implemented in DTC Pink Taxis across the emirate – designed for exclusive use by women – as it provides an intimate setting in which to raise this sensitive topic. To bring the idea to life, seatbelts will be fixed with an embedded ball or “lump”, which will be placed to sit exactly on the passenger’s chest when the seatbelt is worn. It will have a message saying ‘Breast cancer is not always this easy to find. Feel for the signs. Early detection is your protection’.

Breast cancer is by far the most common cancer in women worldwide, and there are about 1.38 million new cases and 458,000 deaths from breast cancer each year. Breast Cancer Awareness Month is marked in countries across the world every October with the aim of increasing attention and support for the awareness, early detection and treatment as well as palliative care of this disease.

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