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Going PINK for a cause.

Free mammograms, consultations and selfie competitions are among the various activities taking place during breast cancer awareness month. Getting mammograms can help reduce deaths caused by breast cancer by 40 per cent among men and women between the ages of 40-70, as revealed by Prime Healthcare Group. They added that deaths related to breast cancer have been declining since 1990 due to early detection. Better screening methods, increased awareness and new treatments introduced have also contributed to the decline.

Prime Healthcare Group has launched an awareness campaign to educate men and women about breast cancer and the importance of early detection. The campaign, titled ‘We Are Adding Colour to our Cause’, will offer free screenings in order to take preventive measures.

“Conducting regular mammography screenings with clinical breast exams and monthly breast self-examinations are the techniques that provide the best means of protection against breast cancer,” said Dr Phanipriya Garikapati, Specialist General Surgeon at Prime Hospital.

Also offering mammograms and consultations is Zulekha Hospital with the start of their ‘Pink it Now’ campaign. The campaign, which runs from now until the end of this year, will provide women over the age of 40 with free specialist consultations by Zulekha Hospital oncologists and surgeons.

“Breast cancer is the top cancer in women worldwide, both in developed and developing countries. We at the DHA are firmly committed to ensure we educate the public about the disease and about the importance of regular screening,” said Dr Ahmad Ebrahim Bin Kalban, CEO of Hospitals Services Sector, Dubai Health Authority.

As part of ‘Pink it Now’, Zulekha Hospital also launched a selfie competition for the month of October for individuals to support breast cancer awareness month.

Joyalukkas Group’s ‘Think Pink’ movement has also undertaken various initiatives for the month of October with the mission of spreading awareness this year. The campaign ‘Check it, Beat it’ for this year will strive to reach the maximum number of people in order to educate them about the disease.

Joyalukkas Group, along with Aster DM Healthcare, will strive to promote the theme and urge women to periodically commit to self-examine at home.

“Our commitment to grow this movement of ‘Taking a Pink Pledge’ to help fight breast cancer continues with more vigour and energy based on the many positive responses we have received over the past four years,” said Sonia John Paul, Director, Joyalukkas Group.

More than 200 organisations have joined Joyalukkas’ efforts and have succeeded in touching around 500,000 lives through awareness sessions and informative booklets.

“We are proud to take part in this year’s initiatives and have dedicated staff for the entire month of October to take the lead in conducting free check-ups, consultations and seminars to all participants,” said Alisha Moopen, Director, Aster DM Healthcare.

Also taking place is a 5- and 10-kilometre run around Zayed Sports City in Abu Dhabi in support of breast cancer awareness month.