BurJuman announces year-long Safe and Sound campaign

The nationwide campaign, now in its ninth year, is aimed at the general public, local government bodies, health care professionals, and women of all ages and ethnicities, and is designed to encourage women to do regular self-examinations, and further testing including mammographies and clinical consultations.

In addition to long-term partners such as Welcare Hospital, KODAK and ENOC/EPPCO, it was also announced that this year's campaign has been further strengthened by support from the Ministry of Social Affairs, TECOM (Dubai Technology, Electronic Commerce and Media Free Zone), Hertz and GEMS (Global Education Management Systems).

"By harnessing the network of services provided by our long-standing partners like KODAK, Welcare Hospital and ENOC/EPPCO, we have been able to reach thousands of people across the Emirates over the past 9 years, encouraging the local community to unite in this effort and take the necessary steps to fight this disease," said Sabina Khandwani, head of PR and marketing, BurJuman.

BurJuman will also host weekend consultations throughout October in conjunction with Welcare Hospital at an advisory centre on its premises, where women can speak with trained medical professionals regarding breast cancer and preventative tools against the disease.

Sabina Khandwani continued, "It is our hope that with this added support from the Ministry of Social Affairs, Hertz, TECOM and GEMS, we can regenerate the much-needed resources and use varied communication vehicles to extend awareness for Safe and Sound and create enough momentum starting in October to keep breast cancer in the public eye throughout the year, not just in the dedicated month. We are steadfast in our commitment to this as a long-term, lifesaving project."

This year's campaign will see a wider, fuller range of events than previous years, including the third 'Pink Walkathon', a 3.5-kilometer walk for charity on Friday, October 27, where the funds raised will go towards the Breast Cancer Foundation of the Emirates.

Proceeds from the walk will be used by the foundation to fund awareness and education programmes, community outreach initiatives, breast screening and treatment services, support services for patients, the Breast Cancer Registry Project, and the Foundation's research project.

The Pink Walkathon kicks off with a performance by Dubai Drums and ends at BurJuman, where walkers can enjoy the 'Jazz Breakfast,' with live musicians, delicious food and a community atmosphere.

Later that evening, the Children's Choir will perform a special show in the Mall Observatory.

On October 26, 2006 at 7pm, BurJuman will also host a unique fashion show showcasing the latest collections from some of the mall's world-class luxury fashion tenants. The Dubai Drums Group will perform after the fashion show with the survivors invited to join them in a larger circle representing healing, one voice, and unity.

"With local breast cancer survivors as models, this event is more than a fashion show - it is a celebration of the lives and recovery of these special ladies." added Khandwani.

As part of the largest-ever outreach program, BurJuman will be working closely with its partners to spread their message of hope.

Hertz has kindly provided BurJuman with a fleet of cars, which will be driven around the city by trained volunteers to distribute informational literature throughout October.

These brochures and leaflets will also be distributed at ENOC/EPPCO stations and KODAK outlets in the city.

Tecom Investments, which represents Internet City, Media City and Knowledge Village will have special points of distribution for awareness literature and pink ribbons as well as provide medical lectures to the professionals working within their environment. The pink circle by Dubai Drums Group will also perform at Dubai Media City in the last week of October.

By creating awareness in a manner that is useful and effective amongst its vast network of parents and teachers, GEMS, in its capacity as the region's largest education provider, will help spread Safe and Sound's message of hope to a much wider audience. By the same token, TECOM will play a key role in disseminating Safe and Sound collateral among the professionals who work in the free zone.

From November onwards, the yearlong slate of events includes regular lectures by physicians and other dedicated professionals from eminent facilities such as Welcare Hospital speaking in a variety of forums including the Ministry of Social Affairs, continued in conjunction with Welcare Hospital/GEMS, dissemination of information through a dedicated Safe and Sound website and numerous events and activities highlighting the fact that early detection and prompt treatment can significantly reduce the suffering caused by breast cancer.

"The Ministry of Social Affairs is proud to support BurJuman's Safe and Sound campaign and help heighten awareness of breast cancer amongst the residents of the UAE. We will be providing space and resources to augment the existing program and ensure that crucial, up-to-date information about this disease is communicated to the Emirati community through targeted literature and lectures throughout the year at the Ministry's numerous social centers," said Mariam Mohammed Khalfan Al Roumi, Minister of Social Affairs.