Pink Ribbon Power: Estée Lauder Companies Middle East Unveils Powerful Breast Cancer Awareness Campaign
‘I Never Thought’ touches on the importance of early detection and self-awareness, and the crucial role it plays in saving lives
The story behind the little pink ribbon is a remarkable one. Over three decades ago, Evelyn H. Lauder, daughter-in-law of legendary beauty mogul Estée Lauder, co-created an emblem synonymous with the strive for finding a cure for one of the most common types of cancer.
In 1992 she launched The Estée Lauder Companies’ Breast Cancer Campaign, then the Breast Cancer Research Foundation the following year, inspiring a global movement to eradicate the disease. Though the campaign and the foundation have raised millions of dirhams throughout the years for lifesaving research, breast cancer remains one of the most commonly diagnosed cancers here in the region – and is the second highest cause of cancer-related deaths in Saudi Arabia for both women and men.
This year Estée Lauder Companies (ELC) Middle East regional campaign, titled I Never Thought, will focus on the importance of early detection, raising awareness surrounding the diagnosis journey while also touching on themes related to self-examination, community and, of course, looking forward to a cancer-free future.
Throughout the month of October, Harper’s Bazaar Arabia, ELC Middle East’s official media partner, will be streaming a series of video interviews across our digital channels, featuring breast cancer survivors Stephanie El Khoury, Josette Awwad, Mayadah Bahareth, Sahar Bahrawi, as well as advocates Hani Soubra and Dr. Houriya Kazim, focusing on their stories and respective journeys when it comes to battling the disease.
Watch the episodes here.
Episode One, I Never Thought: Stephanie El Khoury On Being Diagnosed with Breast Cancer at 26
In this episode Stephanie El Khoury reveals how being diagnosed with breast cancer at the age of 26 taught her some important life lessons.
Episode Two, I Never Thought: Josette Awwad on The Importance of Early Detection
In this episode Josette Awwad reflects on the importance of early detection and screening — and how it saved both her and her mother’s lives.
Episode Three, I Never Thought: Mayadah Bahareth and Sahar Bahrawi on The Importance of Speaking Out
In this episode, mother-daughter duo Mayadah Bahareth and Sahar Bahrawi share the importance of speaking out about breast cancer and how awareness can help to save lives.
Episode Four, I Never Thought: Hani Soubra on The Importance of Community and Spousal Support
In this episode Hani Soubra, the partner of a breast cancer survivor, discusses the importance of community and spousal support when battling the disease.
Pink Ribbon Power: Estée Lauder Companies Middle East Unveils Powerful Breast Cancer Awareness Campaign
To raise awareness iconic landmarks across the GCC will be lit up throughout the month of October. “Beautifully United to End Breast Cancer,” the campaign’s slogan, will appear on the side of the Burj Khalifa on the 13th, while the Public Investment Fund (PIF) Tower in Saudi Arabia and Via Riyadh will stand in solidarity, the latter showing support by adorning its entire façade in pink for two weeks. Though breast cancer mortality rates have significantly decreased since the late 1980s due to earlier detection and improved treatment, it is still the top ranked cancer in the UAE when it comes to new diagnosis in both men and women, accounting for nearly 19.64 per cent of all malignant cases – meaning catching the disease in its early stages in paramount in order to save lives.
“In the Middle East, where early detection can make all the difference, it’s vital that we raise awareness and inspire hope,” says Estelle Létang, General Manager of Estée Lauder Companies Middle East. “By uniting our partners and community, we can empower individuals across generations to stand together for the cause, because we believe that, together, we can make a significant impact on breast cancer in the Middle East region.”
“We are proud to collaborate with local NGOs and illuminate iconic landmarks across the Kingdom as part of our ongoing commitment to raise critical awareness about breast cancer and support those affected by it,” said Abir Kaki, General Manager of Estée Lauder Companies Saudi Arabia. “Our partnership with inspiring survivors from Saudi Arabia reflects our dedication to making a positive impact and fostering hope within our community. Together, with our partners and the people of Saudi Arabia, we aim to inspire change and drive progress towards a breast cancer-free future.”
Did You Know…
• Breast cancer in UAE was top-ranked cancer among all new cancer cases in both genders, representing 19.64% of all malignant cases
• Breast cancer was the leading cause of cancer death in the UAE, with an estimated average of 110 deaths per year (24.4% of cancer deaths in women, in comparison to 18.2% globally)
• The highest frequencies of breast cancer cases were found amongst age groups 45-49 years-old in UAE citizens
• Breast is the most common cancer in women, representing 36.67% of all malignant cases in females in UAE
• Breast cancer counts for 29% of new cases in KSA, making it into the top five most frequently diagnosed cancers in women within The Kingdom
• Breast Cancer is the 2nd highest cause of cancer death in both sexes in KSA
(Sources: UAE National Cancer Registry (UAE-NCR) dated 2017, IARC Global Cancer Observatory KSA 2020.)
Check back soon for new episodes, interviews with experts and information.
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