The premier screening of ‘FIVE’ was hosted in Dubai on Wednesday evening, which is part of a series of screenings of the movie across the region in aid of breast cancer awareness. The film, made up of five short films explores the impact of breast cancer on five very different women. Through an interconnected story, the movie uses humor and drama to focus on these women and their lives throughout different stages of their diagnoses. The stories explore the effect that the disease has on relationships and the ways in which each woman copes with her emotions whilst searching for strength, comfort, medical breakthroughs and ultimately a cure.
This event is one of the many activities that Ford Middle East has brought to the region this season as part of the global breast cancer awareness campaign through Warriors in Pink, powered by Ford. The movie which was directed by A-list celebrity directors including Jennifer Aniston, Alicia Keys and Demi Moore, pulled a strong crowd who were all keen to view their work at Cinescape cinema, raising interest and awareness of the cause in the region.
Dr. Houriya Kazim, commented: “Brest friends are delighted to have partnered with Ford Middle East for this awareness activity. We appeal to all women and men to take early detection seriously and face their diseases and fight them courageously as the characters in the movie ‘FIVE’ did.”
“The screening of FIVE is a great way to raise breast cancer awareness within the community and it’s an initiative that gets a big vote of thanks and appreciation from ‘Safe and Sound’. It’s a wonderful example of how various organizations, all working for the same end goal, can take a critical message and make it stronger, more relevant and more engaging to a much broader audience.” Added Sabina Khandwani, Head of PR and Marketing, BurJuman – Safe and Sound.
Warriors in Pink®, powered by Ford is dedicated to promoting breast cancer awareness across the globe and Ford is proud of its 18-year support of breast cancer awareness through many global initiatives. Launched in 2006, the campaign recognizes the strength and courage it takes to deal with the everyday challenges of fighting breast cancer. It embodies hope, strength and courage and is about women and men finding strength within themselves – their inner warrior – at a time they need it most.
“We know that awareness leads to early detection and early detection saves lives,” said Sue Nigoghossian, Ford Middle East’s Brand Communications & Public Affairs manager. Warriors in Pink, powered by Ford has always been outspoken about the importance of early detection, as the risk of dying from breast cancer increases greatly when it is diagnosed in later stages.
“Ford is dedicated to making a difference 365 days a year by encouraging women to become informed and visit their doctors, educating them that early detection saves lives,” she added. “The movie FIVE has captured the strength and courage it takes to deal with the everyday challenges of battling breast cancer day in day out and we hope that this screening encourages both women and men to schedule regular checkups and we are grateful to “Burjuman -Safe and Sound’, ‘Brest Friends’ and Meydan Imax Theatre for partnering with us on this activity.”
Afsana Amarsy, COO of Meydan Imax theatre commented "As an avid supporter of Breast Cancer Awareness activities, it was a pleasure to host the ‘Warriors in Pink’ powered by Ford event this year. Such events reinforce Meydan IMAX Theatre's commitment to the community and we are keen to continue in this direction. It is heart-warming to see collaboration across multinational brands in various industries and Hollywood celebrities dedicating their talents to Breast Cancer Awareness."
In addition to experiencing the movie, guests at the event also enjoyed a unique photo booth activity which captured all attendees wearing a selection of Warriors in Pink®, apparel and Henna artists providing tattoos of the Warriors in Pink®, signs which symbolize a variety of emotions including strength, courage, and unity which are all required in the fight against the disease.