Procter and Gamble joins with GCC breast cancer associations to educate one million women about importance of screening

P&G's month-long awareness campaign, 'Choose Wise & Save Lives', will actively educate and empower women to take charge of their own breast health by spreading the message that early detection is the best method for successfully treating breast cancer.

'Choose Wise & Save Lives' aims to reach one million women across the GCC by being a visible presence in the places where they do their shopping. The brands involved are those with which women strongly identify, and include Pampers, Braun, Always, Olay and Pantene. By actively utilizing the reach of these brands, P&G is able to deliver key breast health messages to thousands of women across the GCC every single day. Educational displays and brochures about breast cancer will be displayed in many of the region's supermarkets, including Carrefour, Lulu, Geant, Panda and Abu Dhabi Coop in the UAE.

P&G is working closely with local and regional breast cancer associations such as Dubai Healthcare City in the UAE, to ensure that women, regardless of their location, will be able to access information and learn about breast cancer and the importance of its early detection.

Wael Al Jamil, P&G Arabian Peninsula, commented:

"Globally, the number of breast cancer cases is on the rise. Despite this troubling increase, many women are still unaware that early detection gives them the best chance of survival. This year, we are focusing our efforts by linking this important message to popular products on a woman's shopping list. By connecting with women in the places where they shop, we hope to help raise awareness about early screening in a simple, friendly way that emphasizes how each consumer can personally contribute to helping a woman beat the early signs of breast cancer."

In the UAE, prevailing myths about breast cancer - particularly the idea that it is something shameful - discourage some women from scheduling crucial screenings. In partnership with Dubai Healthcare City, P&G is addressing these barriers head-on by giving UAE women an opportunity to show their solidarity with those struggling to overcome breast cancer through the 'Choose Wise & Save Lives' campaign.

"Breast cancer can affect anyone - regardless of who you are or where you're from," said Dr. Ayesha Abdullah, Senior Vice President of Dubai Healthcare City. "People fighting breast cancer today are mothers, sisters, daughters and friends - they are people who need our support and acceptance as they battle to regain their health. As a center of excellence for healthcare, Dubai Healthcare City is committed to engaging the public on looking after their health and our partnership with P&G will convey the important message that breast cancer screening is vital for all women, and will help demystify the disease."

P&G innovates to improve lives every day, now and for generations to come. This year, the company is making pink the colour of its efforts to raise awareness about breast cancer and educate women about the importance of early screening. P&G is well known for its social contributions and commitments in the fields of health and education around the world; the 'Choose Wise & Save Lives' campaign is a key example of P&G's commitment to women across the GCC.

In terms of health education, the company has in recent years developed numerous programs in cooperation with the Ministries of Health around the Gulf region. These programs have utilised P&G's expertise in reaching the mass public through multi-media and leveraged the popularity of their brands to deliver key public health messages.