Dubai Healthcare City announces Breast Cancer CSR initiative

The record is expected to reach out to millions in the world with yet another life-saving message and a dramatic reminder for women to conduct regular self-examination and surface any fear resulting from lack of knowledge on breast cancer. Moreover, this should be a message to encourage the medical community to direct research activities towards identifying trends of Breast cancer and specific risk factors or genetic predisposition that are relevant to our region

Dr. Muhadditha Al Hashimi, CEO, Dubai Healthcare City, said: 'One of the biggest challenges we face in the region continues to be lack of awareness about the benefits of early detection of breast cancer. According to estimates, 70 per cent of breast cancer cases in the region are not reported until they are in an advanced stage, as compared with 30 per cent or less in countries like the US. Through this initiative, we seek to optimize the awareness level among women and help them realize that their chances of survival are better through early detection.'

The unveiling of the ribbon, the Avon Walkathon and several sponsored activities will be organised for those wishing to participate. The easiest access to the Amphitheatre where the record is being created will be through Gate No. 3 of Zabeel Park.

Dr. Ayesha Al-Mutawa, Chair of CSR Committee & Director of Quality Improvement Department at the Center for Healthcare Planning & Quality, said: 'DHCC's corporate social responsibility campaigns always target the involvement of our community members. This event reaches out to women to join as partners in the fight against breast cancer.'

Maryam Hoballah, MENA Regional Product Manager, Guinness World Records, a part of AlWaseet International said: 'The World Cancer Congress 2006 has mandated that breast cancer should become a healthcare priority in Arab countries. The DHCC initiative's straightforward yet strong appeal acts as a motivation for everyone to participate and get involved in the event.

The event also involves a chance for participants to set several smaller Guinness World Records in different categories. The aim is to encourage participants in the spirit of this event to set their own record.