DEPE, ADCB and other partners join Safe and Sound to increase breast cancer awareness across the UAE

BurJuman’s Safe and Sound Campaign, the leading and most extensive Breast Cancer Awareness Programme in the region, announced its key partners for the 15^th edition of the annual campaign, due to be launched in October to commemorate International Breast Cancer Awareness Month.

Several private and public entities rallied to support the month long awareness campaign which kicks off on 1^st October. Those include Dubai Events & Promotions Establishment, Del Monte, ADCB, Amber Clinics and UniCare Medical Centre. 

“Year after year it is extremely encouraging to witness the level of dedication and active support the Safe & Sound campaign receives from all our partners. It is only by forming these vital links – with government entities, consumer brands and medical institutions – that we can deliver a strong and consistent message to the community to stay vigilant and get checked regularly. Our partners serve as our ambassadors to reach out to individuals in ever-widening circles to help attain the campaign’s goal of educating people across the UAE and supporting them in different ways,” says Sabina Khandwani, Spokesperson for Safe and Sound and Head of PR and Marketing at BurJuman.

For the second year in a row, the Dubai Events and Promotions Establishment (DEPE), an agency under the Department of Economic Development, will operate as a strategic partner of the Safe and Sound Campaign – utilizing its strong connections to the UAE community and UAE government entities to take the campaign’s message of “Early Detection Saves Lives” to an ever-increasing audience.

DEPE will support the campaign’s efforts by spreading the awareness message among government officials and employees, enrolling the department’s staff in the Safe and Sound Campaign’s Pink Walkathon on October 28, and actively promoting key events during Breast Cancer Awareness Month on the official Dubai Calendar website.

Laila Suhail, CEO, Dubai Events & Promotions Establishment said:”DEPE is very happy to extend its support for the Safe & Sound Campaign for the second consecutive year. We always strive to support initiatives that impact the UAE community and the well being of its citizens, and we feel that BurJuman’s Safe & Sound campaign have recorded great achievements in this aspect during its 14 years. We will work closely with them with the aim of spreading awareness across the City of Dubai and the UAE and saving as many women as we can from the dangers of this illness, thus setting an example of how the public and private sectors can work together to make a positive difference in people’s lives”.

Del Monte will support Safe and Sound by distributing the campaign’s ‘Beat Cancer’ awareness leaflets, pink ribbons and Pink Walkathon leaflets to all employees; sending ‘Beat Cancer’ and Pink Walkathon emailers to its entire database including staff, partners, suppliers and distributors; and staff participation in the annual Pink Walkathon. In addition, Del Monte will donate 30% of sales proceeds from fresh fruit salads and juices during October to the Safe and Sound Campaign and selected products will carry a sticker mentioning this donation.

ADCB will extend the message of ‘Early detection saves lives’ to its extensive customers base using its UAE wide network of ATM points and branches as well through online connectivity mediums. Using leaflets, sms, html and social media, the bank aims to reach every customer that is utilizing its services and provide information on breast cancer and the Pink Walkathon. In addition, ADCB will donate AED10 to Safe and Sound for every vote cast for the 2011 ADCB Ambition Award. Voting for the award began on September 11.

UniCare Medical Center will operate as a medical partner of the Campaign for the third year, providing Safe and Sound with professional support in terms of a medical advisory panel comprising of a gynecologist and a top expert in breast cancer reconstructive surgery. The medical centre will also offer 5000 free clinical examinations to women throughout the month of October, providing them with the added opportunity to learn to conduct self-exams and answer any queries relating to risk factors and symptoms of the disease.

Amber Clinic will highlight its association with Safe & Sound and spread the campaign message through a concerted digital outreach on their website, blog, ‘Well Woman’ pages, social media channels and SMS. Amber Clinics will also distribute Safe and Sound leaflets and Pink Walkathon leaflets throughout their chain of clinics and at the Abu Dhabi Medical Congress. In addition, Safe and Sound posters and Pink Walkathon posters will be displayed in all medical centres and an awareness emailer will be sent to all staff as well as supplier and distributor database. Amber Clinic staff will also be registered to participate in the Pink Walkathon and doctors will volunteer their time and expertise to conduct educational lectures during the campaign if required.