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This week Abu Dhabi Media Company (ADMC) launched Pink October, an integrated campaign in support of breast cancer awareness. The month-long initiative will leverage traditional, interactive, experiential and social media to encourage women in the United Arab Emirates (UAE) to participate and help spread information about breast cancer prevention.
Breast cancer is the second leading cause of death in women in the UAE (28%) – with a dreadfully high incidence and a mortality rate of 44 % due to late diagnosis. Early diagnosis could help 98% of women survive the disease, which makes prevention campaigns of utmost importance, helping to empower women to take better care of themselves and stay healthy.
Pink October has an insightful, new focus on shifting the emphasis of breast cancer awareness from a women-only issue to the wider family (husbands, brothers, fathers and sons) and society spheres, inspiring everyone to make a difference.
“At ADMC we are committed to making a difference in our community, and as a media company we have the resources to help inform and educated our audiences about important social and family issues”, said Danielle Perissi, Director, Corporate Communications at ADMC. “Pink October has a unique spirit that delivers a powerful message of hope – it’s the wellness and inspiration women need in their daily lives.”
The campaign uses a multi-faceted approach to heighten awareness and understanding of breast cancer. It mobilizes the community, drawing participation from health care experts; educational and volunteering organizations; socially-conscious media personalities and well-respected community individuals.
The initiative employs various channels of communication, from print advertising and a public service announcement (PSA) video, to digital and social media engagement, a special community outreach event and a limited edition designer T-shirt, created specifically for Pink October by Emirati designer, Mohammed Sultan Al Habtoor.
Featuring a diverse cast of spokespeople, the PSA video and the print adverts capture the emotion and power of each person. Photographed and taped individually, they address audiences through thought-provoking questions and thoughts, and plenty of advice. (“Remember, a regular check-up is your first line of defense”, says Areej Al Haddad, one of the many spokespeople participating in the campaign.) The print campaign is running throughout October in Zahrat Al Khaleej, m magazine, The National and Al Ittihad.
To extend the reach of the Pink October campaign, ADMC builds on its long-term partnership with the Health Authority of Abu Dhabi (HAAD), whose website, www.simplycheck.ae is a priceless resource on breast cancer, where women can learn how to self-check and book an examination; and will be collaborating, in a special community outreach event, with Tawam Hospital, who have a dedicated mobile unit for breast cancer screening.
The campaign has a dedicated website www.pinkoctober.ae, and will also be promoted on social media platforms including Facebook, www.facebook.com/Pinkoctober2010, and Twitter www.twitter.com/pinkoctoberUAE, as well as on www.anaZahra.com, the new dynamic online destination dedicated to the modern Arab women.
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