Safe & Sound announces campaign partners for 11th Annual Breast Cancer Awareness Programme

BurJuman's Safe and Sound 2008-2009 campaign will see increased community participation as well as a comprehensive range of events which has made it the most commendable community awareness program in the Middle East.

The latest available statistics from the Ministry of Health state that between 1998-2002, there were 140 breast cancer cases in the UAE, making it the single most commonly occurring cancer among the UAE population. These statistics also revealed that breast cancer accounts for 22.8% of the total number of diagnosed cancer cases among UAE females.

The Safe & Sound campaign began in 1998 and has made significant inroads in creating widespread awareness in the UAE and the Middle East around the potentially deadly disease of breast cancer.

Ms. Sabina Khandwani, Head of PR and Marketing, BurJuman, said:

"Breast cancer affects everyone - not only the sufferers, but their family, friends and loved ones. Initiated as an in-mall event aimed to generate awareness among shoppers, this campaign has now extended to reach the entire community."

BurJuman's year-round Safe & Sound program has become the most significant of its kind in the Middle East. Backed by government bodies and various long-standing partners, Safe & Sound is privileged to have the annual support of major blue chip corporate organisations Hertz, Johnson & Johnson, Memon Investments, and Welcare World Health. The partnership with these progressive companies will enable the campaign to effectively spread the message of early detection to thousands of people across the Emirates, encouraging them to take the necessary steps in the fight against breast cancer.

"We believe that knowledge is power, so the overall aim of the Safe & Sound campaign is to provide the community with information that could save lives. While women are the primary victims of this disease, we are also seeing an incidence of breast cancer affecting men," added Khandwani.

Since its inception, the program has received overwhelming support from Western and Asian expatriates. However, in more recent years, the support from the Emirati and Arab communities has been great, thereby breaking the social taboos associated with cancer, particularly breast cancer.

A landmark event for Safe & Sound is the Pink Walkathon taking place this year on Friday October 17 2008. This 3.6 kilometer charity walk has become a premier and regular event on the UAE's calendar, calling upon all members of the public - men, women and children - to help support this very worthy cause, aimed at raising funds and awareness for the fight against breast cancer. Another integral part of the Safe & Sound campaign is the Breast Cancer Survivors Fashion Show on October 31, which will feature breast cancer survivors who will take to the ramp and celebrate their triumph over the disease.

Safe & Sound will also host a number of events suitable for all ages throughout the month, including the 'Pink Parade', the Fitness First 'Cycling Challenge', the 'Pink Bazaar', the 'Pink Pop' Karaoke event, and a 'Craft it Pink' art workshop in various locations in BurJuman to spread the message of hope, and encourage citizens to take the necessary steps in the fight against breast cancer.

All proceeds from the events will be donated towards the continuation of the Safe & Sound Campaign to generate awareness and education within the community monitored by the Safe & Sound Steering Committee.