Posted on October 15, 2014

Breast Cancer is the most common type of cancer in Qatar, yet it remains shrouded with fear and shame for a lot of women. As a response to this and in order to mark the internationally celebrated Breast Cancer Awareness Month; the National Cancer Program (NCP) has launched ‘Be Breast Aware’ campaign, an initiative addressing breast cancer and reaching out to women to become breast aware and protect themselves against later stages of breast cancer.

To kick off the campaign, NCP partnered with Lulu Hypermarket, a major retail company and avid supporter of the cause, and Azadea Group’s Intimissimito promote the ‘Be Breast Aware’ campaign in their retail stores. As part of the campaign,pink paper ribbons, which are the international symbol of breast cancer awareness, have been attached to the underwear on display in these stores in order to catch the attention of shoppers passing by. On the back of the ribbons is a message from NCP “It’s your time to care, be breast aware”, with a link to an app, Monthlies, developed specifically for this campaign.

Dr Salahaddin Gehani, general surgery and breast cancer consultant at HMC said, “We are delighted to finally launch our Breast Cancer Awareness Campaign this month. We are thankful to all the institutions that have enthusiastically supported us in this initiative which is aimed at raising awareness and knowledge about Breast Cancer.These institutes play a vital role in reaching our target audience and we are confident they will certainly contribute to the overall impact of this campaign.

Qatar Airways flies daily to Kilimanjaro, Tanzania

Moreover, fitness institutions in Qatar including Aspire Active Ladies Club,Qatar Women’s Sports Committee, The Venue at Al Sadd and Fitness First at City Center, all major supporters of breast cancer awareness,joined the cause to further expand NCP’s ‘Be Breast Aware’ campaign’s outreach. These institutions are displaying large pink, visually appealing posters in locker rooms and bathrooms which sign post women to the dedicated Monthlies app. Furthermore, Hamad Bin Khalifa University (HBKU) and Qatar University are showing their ongoing commitment to the cause by supporting NCP and displaying the pink posters in popular areas on their campuses, such as the HBKU Student Center, Qatar Foundation’s Recreation Center, and Qatar University’s Female Sports Complex, Female Student Activity Building, and in the College of Art and Science

The ‘Be Breast Aware’ campaign is the second major initiative launched by NCP after the ongoing Cancer Myth Refutation Campaign that aims to dispel common misconceptions about cancer. During the month of October, NCP has begun promoting breast cancer awareness through a variety of activities and initiatives including launching a smartphone app and placing Breast Cancer Awareness booths, currently at Qatar University’s College of art and science,and will be later placed at Aspire Active Ladies Club and HBKU. Other institutions such as Weill Cornell Medical College in Qatar, University of Calgary in Qatar and Stenden University Qatar have also shown their support to this important cause by handing out NCP informative leaflets to their female student community.