DEPE signs on as new Strategic Partner for BurJuman’s Safe & Sound Campaign

Published September 27th, 2010 - 09:29 GMT

The 14th consecutive year of the annual CSR Campaign Safe and Sound sees BurJuman joining forces with the Dubai Events and Promotions Establishment (DEPE), an agency under the Department of Economic Development, which will operate as a strategic partner to the Safe and Sound Campaign for the next three years. This partnership represents the first such collaboration between a UAE Government Authority and a social campaign run by a private entity such as BurJuman, underlining the gravity afforded to the cause and the need to boost breast cancer awareness rates.

"We are excited to enter in this three year strategic partnership with the Dubai Events and Promotions Establishment. Teaming up with DEPE, being a Government body with strong connections to the local and expat community empowers us in terms of further public outreach. This partnership also provides us with access to Government officials and employees who hold the ability to act as Campaign ambassadors and who can then individually spread our message to their circle of families and friends. Supported by DEPE we are sure to further vocalize on a sensitive subject such as Breast Cancer," says Sabina Khandwani, Spokesperson for Safe and Sound and Head of PR and Marketing at BurJuman.

"Dubai Events and Promotions Establishment is proud to join in a cause that completely relates to every individual within the community. Being a government entity that strongly emphasizes on CSR related initiatives, we have chosen to partner with Safe and Sound in order to widen the outreach of their cause. We fully support The BurJuman Safe and Sound Campaign in their fight for Breast Cancer Awareness, as we coincide with the idea of educating and involving individuals, families and businesses in order to leverage the importance of this sensitive subject. As a strategic partner, we look forward to contribute to the overall success of the Safe and Sound Initiatives and we are looking forward to actively supporting this year's events such as the annual Pink Walkathon," says Leila Suhail, CEO of Dubai Events and Promotions Establishment".

BurJuman has furthermore announced Dubai Chamber, uniCare, medsol, Sketchers and Tokyo Marine as key partners of the Safe and Sound Campaign, all of whom will jointly commemorate Breast Cancer Awareness throughout the month of October 2010.

The Dubai Chamber will be creating awareness by distributing brochures and flyers, as well as via digital outreach on their intranet and the internet (Dubai Chamber's website), viewed by all members of Dubai Chamber as well as non-members.

Furthermore Dubai Chambers will educate staff by discussing breast cancer with a dedicated medic during their monthly gatherings.

UniCare Medical Center will operate as the Campaign's medical partner for the 2nd year, providing Safe and Sound with professional support in terms of overall medical advice via a special medical panel comprising of a gynecologist and a top expert in breast cancer reconstructive surgery. The clinic will furthermore be supporting the mammogram camp organized by Safe and Sound by offering free clinical check-up's for those women who have used their voucher for a free mammogram at the Al Zahra or Canadian Specialist Hospital and are advised to undergo further investigations. In addition to this, uniCare will offer 5000 free advisory consultations for women throughout the month of October, providing them with the opportunity to discuss self-examinations and other Breast Cancer related enquiries.

Medsol will have a strong presence throughout the month of October through various promotions and awareness initiatives. While familiarizing participants in the Safe and Sound campaign with the availability of reliable diagnostic services that include advanced genetic tests such as BRCA 1 and BRCA 2, Medsol will continue to educate women concerned about breast cancer through their extensive network of laboratories across the GCC region.

Renowned shoe brand Sketchers will be contributing to the awareness drive with an active instore and media campaign to engage their numerous customers. As a fashion retailer with strong connections to Campaign originator BurJuman, Sketchers footwear has produced 20,000 pairs of sneakers, designed and beautified with the Pink Ribbon as the renowned Breast Cancer Awareness symbol. Ten Dollars of every dedicated pair sold in Sketchers outlets throughout the GCC will be donated towards Safe and Sound funds.

Tokio Marine Insurance, an internationally operating company, is also supporting Safe and Sound by actively contributing to outreach Initiatives through distribution of digital literature to their worldwide client and customer databases.

"Holding the leadership role in creating awareness on Breast Cancer requires tremendous support and commitment. Safe and Sound's campaign has been enhanced by the dedicated support of various partners throughout the years, enabling us to powerfully widen the outreach to women and families. Our partners have actively assisted in the aim of educating and empowering the whole community and we are thankful to have such reputed organizations join forces with us for 2010. Their involvement accentuates the importance of our fight against ignorance and negative connotations towards Breast Cancer. Continually educating people and creating awareness about the disease will ultimately save lives," Khandwani concludes. 

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