Air Miles helps breast cancer awareness drive

In collaboration with Air Miles, the scheme's members can now donate their Air Miles to this social cause.

Safe & Sound is one of the region's largest, most comprehensive breast cancer awareness charity campaigns. Launched in 1998, this year-round programme focuses on the key message of survival through early detection and treatment. The campaign has been pioneered by the BurJuman Centre shopping complex, located in the heart of Dubai.

Through numerous events, along with a number of outreach initiatives, Safe and Sound has encouraged families in the UAE to proactively take charge of their health, helping to increase understanding and to empower women in the fight against the disease.

Shari Zain was diagnosed with breast cancer two years ago and has now made a complete recovery, which she believes was in part due to the care and support she received from the Safe & Sound charity. "When I was first diagnosed I felt lost and alone," she said, "but Safe & Sound gave me hope and reassurance.

Sabina Khandwani, Head of PR and Marketing at BurJuman, said that in the eleventh year of the Safe & Sound campaign, everyone was thrilled to see community support increasing steadily.

Fiona Leslie, Air Miles' Head of Marketing and PR, said that everyone involved was delighted to be helping such a fantastic cause.

"We have no doubt whatsoever that this charity has touched people in a very personal way and we are confident that this will be a very popular cause that our members will be happy to support," she said, adding that Air Miles members donated over 2.7 million Air Miles points to charity last year, making these donations one of the programme's most popular rewards.

As the Middle East's leading multi-participant loyalty programme, Air Miles, which rewards its members with free travel, restaurant vouchers, hotel accommodation, electronic products, theme parks, movie tickets, fragrances and much more, has always been at the forefront of social awareness campaigns.

For instance, the programme also has ongoing charity support activities with the Al Noor Training Centre for children with special needs, which has been part of the fabric of Dubai for the last 21 years.

It is also involved with Médecins Sans Frontières (MSF), an independent humanitarian medical aid organisation that is committed to providing medical aid where it is most needed, regardless of race, religion, politics or gender.
Another social cause supported by the programme is the All as One charity, which is responding to the critical dilemma of orphaned, abandoned, disabled, abused and destitute children in Sierra Leone.