Middle East

'Think Pink’ drive launched in Sharjah


Media Release       

Sharjah, Oct 8: The ‘Joyalukkas Think Pink’ initiative, with the theme ‘Take a Pink Pledge,’ was launched in Sharjah on Monday October 7 as part of the Joyalukkas commitment to reinforce and build awareness of the fight against breast cancer. The mega CSR initiative is supported by Zuleka Hospitals.

The month of October is celebrated world-wide as the month dedicated to building awareness, educating and empowering women on breast cancer. To complement the global drive, Joyalukkas launched ‘Think Pink’ in the year 2011, as one of its main activities within its yearly CSR calendar.

The Joyalukkas ‘Think Pink’ initiative in association with Zulekha Hospital strives to drive awareness and educate society on the various aspects of breast cancer, including detection, via various media and in-store activities.

“This year we are making an increased drive towards educating and empowering women since we have received a positive response over the last two years. I would especially thank Zuleka Hospital for the support it has extended to us in our endeavor,” said Joy Alukkas, chairman and MD, Joyalukkas Group.

Joyalukkas ‘Think Pink’ was launched with an official function on October 7 in Zulekha Hospital Sharjah premises; where pink balloons were released by HE Ameera BinKaram; chairperson of Sharjah Business Women Council and president of Friends of Cancer Patients (FoCP) UAE as a symbolic gesture towards the cause.

HE Ameera Binkaram attended the function as chief guest along with renowned breast cancer research specialist, Dr Pamela Munster, professor, department of medicine (haematology/oncology), University of California, San Francisco (UCSF), director, Early Phase Clinical Trials Unit and leader, developmental therapeutics program, UCSF Helen Diller Family Comprehensive Cancer Center. Several official dignitaries and eminent doctors from the field of breast cancer research were present at the occasion.

While launching this Initiative at Sharjah, – HE Ameera BinKaram said, “Breast cancer is a reality that none of us can afford to ignore, which is why it is imperative that every woman, and man, take every step possible to combat this disease. And the first and easily most vital of these steps is regular self-examination. No matter how much we might wish it not to be true, the chances are that, a family member, friend, or loved one will be affected by breast cancer at some point during your lifetime. This is why reaching every woman and man in the UAE to spread awareness about breast cancer, and encourage a culture of regular testing must remain our highest priority. It is vitally important that everyone is aware of what breast cancer is and what early symptoms and indications to look for, because when it comes to treating breast cancer, as with so much else in life, timing is everything.”

“Breast cancer affects every sector of our society and, if we want to truly bring an end to this disease, we must all, every stakeholder and concerned party, work together. It is therefore a true pleasure to give my wholehearted support to Joyalukkas and Zulekha Hospitals for the vital work they are doing to raise awareness on breast cancer and wish them every success in their endeavors to come,” he added.

Under the Joyalukkas Think Pink’ umbrella, a mass media campaign will be launched to build awareness and educate women on breast cancer. The campaign will also include free breast consultation vouchers distributed at Zulekha hospital and a special educational booklet, distributed across the UAE, which will detail self detection methods in addition to key facts of the disease plus feature articles and quotes from reputed personalities in support of this grand initiative. Other than this there are special orientation programs planned in Universities, Schools Government offices and various Corporates across the UAE.

“Our pledge to fight breast cancer has grown stronger with the overwhelming support and response we have received in the past two years; hence we have decided to further our activities under the ‘Think Pink’ banner. As a group, we are committed to take up causes that help and assist mankind and we hope we manage to reinforce the fight against breast cancer once again this October,” said John Paul Joy Alukkas, executive director, Joyalukkas Group.

“As a healthcare provider we feel it is our responsibility to support and do everything possible that result in the health and well-being of people. The emphasis of the ‘Joyalukkas Think Pink’ initiative is to build awareness about breast cancer and educate them on taking preventive measures. While women over 40 years of age are globally the most affected, younger women now are also being diagnosed with the disease, women as young as 19 to 30 have been diagnosed with breast cancer in the UAE. We hope ‘Think Pink’ will add to the activities undertaken by various bodies to build awareness, educate and protect women,” said Dr Zulekha Daud, managing director, Zulekha Healthcare Group.

Under the ‘Joyalukkas Think Pink’ umbrella, various road shows and activities targeting women have been planned to give them a forum in which concerns and questions about breast cancer may be raised.  Popular radio stations across the UAE will also be used as a medium to interact live with listeners, hear their stories and most importantly to educate and build awareness.


About Joyalukkas Group

Joyalukkas Group is a multi-billion dollar global conglomerate with varied business interests. The group operates its various business operations across Singapore, Malaysia, UK, India, UAE, Saudi Arabia, Bahrain, Oman, Kuwait and Qatar. The group businesses include jewellery retail, money exchange, fashion and textiles, luxury air charter and malls. Joyalukkas employs over 6,000 professionals worldwide and is one of the most awarded and recognized jewellery retail chains in the world.


About Zulekha Healthcare Group

Zulekha Healthcare Group is one of the region's foremost brands for comprehensive healthcare. The group has healthcare facilities in Dubai and Sharjah, with their hospitals and medical centre chain in Dubai and Sharjah accredited by the Joint Commission International, College of American Pathologists for Lab services and Dubai Quality Award for quality and customer experience.

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