Painting the Planet Pink: Raising Awareness for Breast Cancer

By: Nesima Aberra

Each October, we are reminded of the ongoing fight to cure one of the most deadly cancers: breast cancer. Having a whole month designated as “Breast Cancer Awareness Month” allows advocates, public health officials and organizations to rally for education, early detection and donations to breast cancer research. What has to be the most significant part of this month is the amount of determination and hope held by women and men around the world, as they stand up in solidarity with survivors, current patients, family and friends. Globally, various organizations run remarkable campaigns and initiatives using the unique cultural and social features in each country to mobilize their citizens to help.

Probably the most famous awareness campaign in the world is the Susan G. Komen Race for the Cure, a benefit 5k run/walk held nationwide every October. It is the largest and most successful fundraising event for breast cancer that is replicated around the world as well. In 2011, 16 races were held in 11 countries. Participants’ registration fees are donations to the non-profit Komen Foundation’s research and grant programs and many fundraise as individuals or group teams for the race. Pink ribbons, now a familiar symbol of breast cancer awareness, were first distributed at a Race for the Cure in New York in 1991, according to the official Race for the Cure website. American Muslim women even added their own twist by wearing pink scarves while competing in the race and celebrating Pink Hijab Day, an awareness event which falls on October 26 this year.

Creating active, athletic fundraisers like the Komen Race is not only a great symbolic movement but also one that celebrates personal health. Dr. Don McKenzie, a Canadian sports medicine physician, researched dragon boating, a popular water sport that originated in China over 2,000 years ago and found it to be a therapeutic and healthy exercise for breast cancer survivors. In Malaysia, members of the Breast Cancer Welfare Association Malaysia (BCWA) created the Pink Challengers, the first dragon boat team of breast cancer survivors in the country. In 2004, 20 BCWA members formed a team after watching some breast cancers survivors and supporters race at the 25^th Penang International Dragon Boat Festival. Since then, the Pink Challengers have competed in local and international races together. On their website, the Pink Challengers hope to send a message to the public that “with early detection and timely treatment, one can continue to live a normal and active life.”

The determination and spirit of the Pink Challengers team resonates with that of the 15 breast cancer survivors who rode their motorcycles across South Africa October 9-15, 2011 in the Journey of Hope Breast Cancer Awareness Ride. The riders shared their stories with the people they met along the way, spreading hope and education about breast health. Aileen Taylor and Diane Parker founded the idea in 2006 after the Biking for Breast Health project to focus on “celebrating the lives of breast cancer survivors” and reach out to more South Africans town by town. Riders apply to participate in the cross-country motorcycle journey and to be an ambassador through various fundraising, educational and awareness events. The Journey of Hope riders received a donation of 10,000 from the Breast Health Foundation at their launch event this year and continue to accept donations on the official website and riders’ individual pages as well. There is also a photographic exhibition called “Bikes and Boobs” by local South African photographer Tiaan van Deventer, which explores biker culture and behind the scenes of the Journey of Hope ride from the past two years. Half the proceeds from the exhibition, which runs until the end of October, will be donated to cancer organizations.

Visibility is key in a successful awareness campaign and Brazil is going big this October by lighting up several historical building and monuments in pink from the National Congress in Brasilia to the iconic Christ the Redeemer statue and the Shrine of Our Lady of the Rock in Rio de Janeiro. The campaign is called Pink October 2011 and was launched by Femama (The Brazilian Federation of Philanthropic Breast Health Institution), a local non-profit, NGO organization on October 4. Femama has made significant gains in reducing breast cancer like guaranteeing access to free annual mammograms to women over forty. This year, the organization wants to draw attention with its Pink activities to the importance of mammograms and investment in women’s breast health by the government and the private sector in Brazil.

In Saudi Arabia, it’s the youth who are being targeted to sound off on breast cancer, thanks to a social marketing competition called The Raise Awareness Competition by Istathmir, a Saudi social entrepreneurial organization and the Al-Bidayah Breastfeeding Resource and Women’s Awareness Center. Running through the month of October, the competition seeks the most creative campaigns made by youth in Saudi Arabia ages 16-27. Alaa Al-Mizyen, the founder of Istathmir, says the organization focuses on identifying market opportunities for youth and the Raise Awareness Competition is one of those initiatives.

“Here, we are giving Saudi’s youth the chance to engage themselves in a real-life situation where they are asked to develop a social marketing campaign for breast cancer awareness. Instead of being asked to sell a product or a service, they are being asked to sell an attitude or behavior towards the disease that continues to be the widest killer of women in KSA. In this sense, we aim to sell an attitude of acceptance and a preconceived notion of preventative lifestyles towards Breast Cancer and its early detection,” Al-Mizyen says.

Along with the competition, Istathmir is providing a free social marketing workshop, hosted by Saudi marketing guru, Said Baaghil, to participating candidates and anyone interested in learning. The finalists will be invited to showcase their campaigns in front of a live audience and be judged by media professionals at the Dar Al-Hekma College on October 26. Winners can earn cash prizes and publication in media outlets.

Another campaign calling for people’s creativity is called Bras for a Cause, created by One Wig Stand, a breast cancer awareness group from Beirut, Lebanon and Fustany.com, an online shopping site. Bras for a Cause wants to raise awareness about breast health and “bridge the gap between Middle Eastern fashion designers and breast cancer survivors,” by holding a bra design campaign. Many breast cancer survivors have difficulty finding a suitable and affordable bra, especially in the Middle East, which was another need the campaign wanted to meet.

The contest launched in May 2011, where participants could create their original bra and bra-inspired T-shirt designs online in five different categories. In July, online users voted and a jury of influential fashion folks voted in the online gallery for the top designs. One of the 14 winning bras was made by Nada Adel from Egypt and called “The Infinity Bra” with changeable bra cups to match different outfits.

Loryne Atoui, founder of One Wig Stand, says as the first bra design contest in the region, she thought they were taking a risk, but that “it has been extremely well-received.”

“It’s a cause close to many people’s hearts and by approaching it the way we have, it has encouraged many others to also want to get involved in making a difference,” Atoui says.

“It’s been an exciting few months to say the least, and hopefully this will be the first of many such initiatives to help survivor’s feel better about themselves and creatively promote early detection among Arab women of all ages.”

The distribution of the bras and t-shirts in stores across the Middle East will begin this October. After a fashion show in Beirut on September 29, there will be another in Dubai on October 24 to showcase the winning designs and auction off designer items to fundraise for regional breast cancer foundations. Bras made for survivors will be donated.

Clearly, there are so many ways to get involved during Breast Cancer Awareness Month, no matter who you are or where you are in the world. All it takes is creativity and determination to make a difference.