Choithrams, P&G, Zulekha Healthcare Group partner to raise awareness around breast cancer

For the third consecutive year Procter & Gamble (P&G) has partnered with Choithrams and Zulekha Healthcare Group for the ‘Pink it Now’ campaign as part of Breast Cancer Awareness Month in October. In its 11^th edition this year Pink it Now is dedicated to increasing awareness of the disease, promoting screening and early detection under the theme “Bolder and Stronger Together.”

The Pink It Now campaign aims at helping save lives by increasing awareness of breast cancer and providing the local community with mammograms. Since the start the campaign has raised awareness and added approximately 3,000 women to the overall screening number of 13,500 over 11 years covering free screening and consultations at Zulekha hospitals every year.

Commenting on the initiative, Claudia Manuel, Communications Director, P&G said, “P&G’s support for Pink It Now stems from our commitment to be a force for good through our brands wherever we operate. The initiative continues to play a key role in promoting early detection and prevention of breast cancer in the region. And we are pleased to play our role in continuing to help eliminate stigma and shine a light on the importance of early detection. In addition to advancing awareness, it provides partners and consumers the opportunity to get involved and support this important cause.”

Breast cancer is the most frequently diagnosed cancer among women in Gulf countries with 1 in 8 women being diagnosed in their lifetime, according to Al Jalila Foundation. This highlights the critical need for research to keep up with the latest developments in treatment and care as well as the importance of early detection as the most effective way to overcome cancer and live life to the fullest.

As part of the campaign upon purchasing up to AED50 worth P&G brand products such as Pampers, Tide, Ariel and Herbal Essences Pantene, Always and many more at Choithrams between October 1 and 30, customers will receive a free breast cancer consultation and mammogram with a two-month validity.

“On this vital occasion, we are proud to be reinstating our partnership with P&G for Breast Cancer Awareness Month. Giving our customers an added value and opportunity to take part in an initiative that carries such nationwide relevance,” added Rajiv Warrier, CEO, Choithrams.

“After successfully encouraging our women residents to come forward and take up free screenings, we are excited to open checkups this year again and spread awareness through our corporate partners for the next two months. We have had male breast cancer survivors too treated with us. We strongly advocate those with any symptoms to break stigmas and step forward to screen. This is a wonderful initiative that allows all to take an active part in promoting good health,” stated Zanubia Shams, Co-Chairperson at Zulekha Healthcare Group.