A delegation from the American University in Cairo (AUC) inaugurated the first breast cancer unit in Banha University, Qalubiya governorate, which was funded by AUC students. The delegation included President David D. Arnold and Vice President for Student Affairs Ashraf Al Fiqi, and students from the Department of Journalism and Mass Communications and the Anti-Cancer Team (ACT) club who led the initiative to establish better access to breast cancer screening and support.
Sherine Fahmy, professor at the Department of Journalism and Mass Communication developed the project two years ago as a marketing communications class assignment. Students were directed to develop and implement a fully integrated marketing strategy to launch a facility that would offer breast cancer awareness and detection services. "This project was the epitome of collaboration between class students and ACT club, and the best example for hands on learning for marketing communications," said Fahmy. The project attracted more than 150 students from the department and the club.
"We chose Banha University as the host facility for the unit because Qalubiya is one of Egypt's largest governorates and there isn't one mammogram device there," said Fahmy. Fahmy and the students were able to buy mammogram and ultrasound devices for the unit after a successful fundraising campaign that included holding two concerts, which generated sponsors and donations for the cause. The group also organized Breast Cancer Week, which featured seminars and awareness booths to promote awareness and screenings for early detection of breast cancer.
The students were able to collect donations from nearly 30 sponsors. "The sponsors even helped in funding the building of the unit at Banha University, and the architect volunteered to designe the building for free. The rest of construction material like ceramics, windows, paint were donated by various sponsors," said Fahmy. "Even musician Marawan Saada, who performed at both concerts was an enthusiastic project volunteer."
"We were able to get sponsors such as pharmacies and drug companies, as well as other multinational companies, who donated a lot of money," said Heba Attia who was a student in the department and assistant fundraiser for the project. "We set a budget plan and divided ourselves in groups each targeting a different segment of the project. We could not have been successful without a well-developed integrated marketing campaign," she explained.
According to alumna Zeina Tawakol, of the ACT club, collaborating with the mass communications students was very productive and the success of the fundraising events surpassed expectations. "My aim was to make my team understand the importance of doing charity and giving back to the community," she explained. "We, as AUC students, had to believe that cancer in general has become a common disease that might attack any of the people around us. That is why I believe that what we did was very important and was an essential contribution to the society."
The university's community service program includes 14 student-run community service organizations such as ACT, which address a range of social issues. Students work with children, senior citizens, cancer patients, orphans, blind individuals and other needy and vulnerable populations. Every service program offers hands-on experience with civic action, an enhanced awareness of the meaning of citizenship and opportunities to find solutions, provide comfort and guidance, and to assume a leadership role in the community.
