Pink October, the month-long campaign initiative from Abu Dhabi Media Company (ADMC), was created to increase awareness and understanding of breast cancer, and encourage women in the United Arab Emirates (UAE) to become actively involved and help spread information about breast cancer prevention.
Breast cancer is the second leading cause of death in women in the UAE (28%) – with a dreadfully high incidence and a mortality rate of 44 % due to late diagnosis. Early diagnosis could help 98% of women survive the disease, which makes prevention campaigns of utmost importance, helping to empower women to take better care of themselves and stay healthy.
Built around a theme of inspiration and hope, the Pink October public service announcement (PSA) video features a diverse cast of spokespeople: health care experts and brave women who survived breast cancer; educational and volunteering organizations; socially-conscious media personalities and well-respected community individuals.
The video captures the emotion and the power of these individuals who address audiences through thought-provoking questions and thoughts, and plenty of advice, with the aim to inspire everyone to make a difference in their lives and in the lives of their loved ones. ("Remember, a regular check-up is your first line of defense", says Areej Al Haddad, one of the many spokespeople participating in the campaign.)
