This campaign included the book launch “Twisting Fate”, which depicts the inspiring story of Dr Pamela Munster’s research and experience of breast cancer first-hand
United Arab Emirates: Zulekha Hospital’s ‘Pink It Now’ breast cancer campaign has attracted 7,600 women to attend the free screenings and consultations in its hospitals to-date. The campaign launch was attended by His Excellency Humaid Al Qatami, Director General of Dubai Health Authority; Brig. Dr. Ali Singel, Director of Dubai Police Health Center; Captain Expert Anoud Saadi, Chairman of the Women's Police Council; Ms. Maha Bastaki - Director of Cultural Office of Her Highness Sheikha Manal; Ms. Ghanima Al Bahri - Care and Social Services Director, Dubai Foundation for Women and Children; Dr. Layla Marzouqi - Director of Medical Tourism Council, DHA; Vikas Attri – CEO Lifestyle, Landmark Group; and other esteemed guests.
His Excellency Humaid Al Qatami said: ”Dubai Health Authority admires the efforts made by private hospitals towards disease prevention and early diagnosis. Such efforts and initiatives come in line with the DHA’s vision: towards a healthier and happier community.”
“We congratulate Zulekha Hospital’s ‘Pink It Now’ breast cancer campaign that successfully aims to raise awareness about the disease and the importance of early detection. Hand-in-hand with public and private healthcare entities, we remain committed to sparing no efforts when it come to the healthcare sector in United Arab Emirates,” concluded Al Qatami.
The management team Dr. Zulekha Daud, Founder and Chairperson of Zulekha Healthcare Group, Managing Director Mr. Taher Shams, Co-chairperson Mrs. Zanubia Shams, launched the initiative this year along with H.E. Humaid Al Qatami, Dr. Pamela Munster, Professor of Medicine and Dr. Hani Sbitany Associate Professor of Surgery, University of California San Francisco; at Palazzo Versace Dubai for its seventh edition.
The ‘Pink It Now’ campaign aims to raise awareness about breast cancer, the importance of early detection and the benefit of regular check-ups. Last year has seen tangible figures of female patients registering for X-Ray mammograms and specialist check-ups reaching 646 women during the 2017 campaign.
According to the World Health Organization (WHO), breast cancer is the most frequent cancer among women, impacting 2.1 million women each year, and also causes the greatest number of cancer-related deaths. In 2018, it is estimated that 627,000 women died from breast cancer – that is approximately 15% of all cancer deaths among women. While breast cancer rates are higher for women in more developed regions, rates are increasing in nearly every region globally.
WHO also states that mammography reduces breast cancer mortality by approximately 20% and recommends systematic mammography screening in women aged 40-49 years or 70-75 years only in the context of rigorous research and in well-resourced settings.
This year’s launch also included the book signing of Dr Pamela Munster book, “Twisting Fate”. Dr Pamela Munster is a leading oncologist at the University of California San Francisco and the campaign’s ambassador – in the book she portrays her experience in researching breast cancer and living through it. The book represents a practical yet personal guide to the medical and emotional facets of breast cancer. It advises thousands of women on how to deal with the life-altering breast cancer mutations creating a safe space for genuine healing and honesty in a world otherwise dominated by fear.
Dr Munster commented: “Women all over the world lead busy lives often forgetting to prioritise their own health. “Twisting Fate” comes in line with the seventh edition of ‘Pink It Now’ to encourage women to always attend health check-ups especially for breast cancer as early detection can prevent serious complications. The book highlights the best ways to live with the disease if diagnosed and how to conquer it.”
Zanubia Shams, Zulekha Hospital Co-chairperson and the campaign’s creator, added: “We are thrilled to see that ‘Pink It Now’ has led to a total of 7600 women who have participated in our free screenings in the past few years. Saving people’s life remains our core objective and we will spare no efforts in achieving it through our ongoing campaigns. Our new comprehensive cancer care center with the latest LINAC therapy systems will be open to public shortly so we can manage and offer all treatments in-house now.”
‘Pink It Now,’ supported by partners Patients Friends Committee, Lifestyle, ENG Outdoor Media, Emirates Neon Group, Swiss Arabia; Ford Warriors in Pink – Ford MENA, Khaleej Times, Dar Al Khaleej, 99.6 Club FM radio, 106 BIG FM radio, Air Arabia, Zee TV is one of Zulekha Hospital’s core CSR initiatives, stressing the importance of strategies for cancer prevention, early detection and management of patients with the disease.
Mr. Vikas Attri, CEO Lifestyle said, “As a brand we are compassionate about ensuring the wellbeing of our community and the society we operate in. We are happy and proud to collaborate with Zulekha Healthcare Group, in the seventh edition of their breast cancer awareness campaign, ‘Pink it Now’ and hope to join hands in their endeavor to spread awareness on early detection and prevention of cancer. We look forward to continued association with the group on community initiatives that can go a long way in creating a healthy UAE.”
In addition to free X - Ray mammogram and consultations with oncologists and gynaecologists, the hospital offers 50% discounted rates on ultrasound tests if advised by the doctors. To register, call 600524442 or visit pinkitnow.zulekhahospitals.com and download the application Pink Knights.
About Zulekha Healthcare Group
The Zulekha Hospital brand is part of the Zulekha Healthcare Group, and is among the forerunners in UAE healthcare for 25 years now.
Today the Zulekha Healthcare group includes three multidisciplinary hospitals with two in the UAE in Dubai and Sharjah, and the third in Nagpur, India. The Group also has four UAE medical centres and three pharmacies providing specialised treatments in over 30 disciplines.
Zulekha Hospital has received extensive recognition for its commitment towards quality care and sustainable business practises, such as Dubai Quality Appreciation Award, Dubai Quality Award, Mohammed Bin Rashid Al Maktoum Business Excellence Award, underling a commitment to providing high quality healthcare to patients and society at large.
For more information please visit: www.zulekhahospitals.com© Press Release 2018
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