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 In the Pink

Dubai, 18th September 2011
Next month is Breast Cancer Awareness month again and Dubai is ready with a number of events to raise awareness.

According to the World Health Organization 2009 statistics, one-third of breast cancer deaths worldwide could be decreased if detected and treated early. Higher awareness and regular screenings could help save nearly 400,000 lives every year.

Sadly in the Middle East the Breast Cancer awareness levels are still way behind those of the Western world, often due to the embarrassment felt by local women in talking about their bodies with outsiders, even doctors. Breast Cancer has been identified as the first of the ten most common cancers here, and the second cause of death accounting for 28 per cent of all female deaths in the UAE.

The local Safe and Sound campaign (www.safeandsound.ae), which has reached over 20 million people in its 15 years of existence, will launch its special October calendar of events with a reach out to companies across the UAE to play their part in educating employees about the disease through informational initiatives and awareness drives aimed at dispelling existing taboos commonly associated with breast cancer.

Mark your calendars for every weekend of October for the special line-up of events:

Safe and Sound will organize the Pink Book Sale on the first Friday of the month, 7 October. More than 15,000 books donated by the community will be up for grabs at BurJuman mall (www.burjuman.com) with 100 per cent of the event’s revenue being donated towards free mammogram check-ups, patient care and other awareness-raising drives.

On Thursday, 13 October, Burjuman will host Cakes for a Cause – a bake sale featuring delicious sweet treats from some of Dubai’s leading bakeries such as Kitsch and Sweet Lane Cakes and hotels such as Movenpick Hotel Jumeirah Beach and Al Maha Desert Resort – with 25 per cent of proceeds donated to the campaign.

The annual Pink Survivor Fashion Show will take place the following Friday, 21 October at Burjuman, with breast cancer survivors modeling a collection of high fashion garments offered by mall retailers in a show of solidarity for the campaign’s message and goal.

Then, the Grand Finale:  The Pink Walkathon will take place on the last Friday of the month – October 28. The annual charitable, non-competitive event – which sees the participation of thousands of individuals each year – is a fun 3.6km walk with plenty of activities arranged to make it a truly community and family-friendly annual extravaganza. Registration starts at 7am, the walk starts at 8am.

See you there?

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