Dubai: 'Think Pink' Initiative to Fight Breast Cancer Launched at Zulekha Hospital

Media Release

Dubai, Oct 4: The Joyalukkas 'Think Pink' initiative to build awareness on, educate and fight breast cancer was officially launched on Tuesday October 2 at Zulekha Hospital, Dubai where pink balloons were released as a symbolic gesture towards the cause.

Dr Amer Sharif, acting CEO (Hospitals sector), Dubai Health Authority (DHA) was the chief guest and renowned breast cancer research specialist, Dr Pamela Munster, professor, Department of Medicine (Haematology/Oncology), University of California, San Francisco (UCSF), director, Early Phase Clinical Trials Unit and leader, Developmental Therapeutics Program, UCSF Helen Diller Family Comprehensive Cancer Center, addressed the audience.

To reinforce their commitment to create awareness and fight breast cancer under their 'Think Pink' initiative during the month of October, Joyalukkas has associated with the renowned Zulekha Hospital this year to make the initiative bigger and better. The month of October is considered world-wide as the month of building awareness, educating and empowering women on breast cancer. To compliment the global drive, Joyalukkas launched ‘Think Pink’ in the year 2011, which they intend to continue every year as one of the key activities under their CSR drive.

During the month of October, Joyalukkas will release a mass media campaign under the ‘Think Pink’ banner to build awareness and educate women on breast cancer. A special booklet also will be distributed all over UAE, which will detail self deduction methods and enable women and families to understand all the key facts of the disease.

“We are happy to associate with the esteemed Joyalukkas in building awareness for breast cancer. The emphasis of this initiative is to build awareness about breast cancer and educate them on taking preventive measures. While women over 40 years of age are globally the most affected, younger women now are also being diagnosed with the disease, women as young as 19 to 30 have been diagnosed with breast cancer in the UAE. We hope ‘Think Pink’ will add to the activities undertaken by various bodies to build awareness, educate and protect women” said Dr Zulekha Daud, managing director, Zulekha Healthcare Group.

Doctors of Zulekha Hospital also interacted and answered various queries on breast cancer on popular radio stations in UAE. Only a qualified doctor can ultimately diagnose but regular self-checks can help women to detect early signs and take immediate measure to prevent and cure.

According to World Health Organisation, breast cancer is the most common cancer in women worldwide, comprising 16% of all female cancers. Due to the stigmatization of the disease, lack of information and fear of positive diagnosis, many women don’t get screened, increasing the risk of letting cancer develop.

The Joyalukkas ‘Think Pink’ in association with Zulekha Hospital will strive to drive awareness and educate everyone on the various aspects of breast cancer via various media and in-store activities. This initiative at Joyalukkas is a non-profit motive and with the single minded objective to educate and inform all on the disease.

Our aim with ‘Think Pink’ to be build awareness, educate and empower women on this disease. We hope our drive helps to get more people aware and make them take necessary steps towards prevention and cure” said Joy Alukkas, chairman and MD, Joyalukkas Group.

“Joyalukkas is strongly committed to fight breast cancer hence we have decided to further our activities under the ‘Think Pink’ banner. We are happy to associate with the renowned Zulekha Hospital in furthering our drive and make it more relevant for the population of the UAE. As a group we are committed to take up causes that help and assist mankind and we hope we manage to strengthen the fight against breast cancer this October,” added John Paul Joy Alukkas, executive director, Joyalukkas Group.