In order to increase awareness, landmarks in the GCC region will be illuminated during the entire month of October. The Estée Lauder Companies (ELC) will kick off a breast cancer awareness initiative named 'I never thought.' These iconic sites will be bathed in light throughout October in the GCC. The campaign's overarching goal is to unite individuals worldwide in the shared mission of eradicating breast cancer for everyone.
This campaign will highlight the value of early detection while educating the public on the process of diagnosis and exploring issues like self-examination, social support, and the desire for a world free of cancer.
Under the slogan "Beautifully United to End Breast Cancer," the Burj Khalifa will display this message on the 13th, while the Public Investment Fund (PIF) Tower in Saudi Arabia and Via Riyadh will demonstrate their support by covering their entire facades in pink for a two-week period.
During October, Harper’s Bazaar Arabia, the official media ally of ELC Middle East, will broadcast a sequence of video interviews via their online platforms. These interviews will spotlight breast cancer survivors such as Stephanie El Khoury, Josette Awwad, Mayadah Bahareth, Sahar Bahrawi, along with advocates like Hani Soubra and Dr. Houriya Kazim, delving into their experiences and individual paths in confronting the illness.
Estelle Létang, the General Manager of Estée Lauder Companies Middle East, expressed the critical importance of raising awareness and instilling hope, particularly in the Middle East, where early detection can be life-changing. She stressed the significance of uniting their partners and the community to empower individuals spanning different generations to come together for this cause. Létang believes that through collective effort, a substantial impact on breast cancer in the Middle East region can be achieved.
Breast cancer is still the most prevalent disease diagnosed in both men and women in the UAE, despite a significant decline in fatality rates since the late 1980s as a result of early identification and better therapies.
Estée Lauder Companies Saudi Arabia's general manager, Abir Kaki, took delight in the company's work with regional NGOs and the illumination of famous sites across the Kingdom. This initiative continues their unwavering commitment to raising vital breast cancer awareness and supporting those affected. Kaki emphasized the company's dedication to making a positive impact and inspiring change with their partners and the people of Saudi Arabia, aiming for a breast cancer-free future.
