A lingerie company has roped in the media to raise awareness of breast cancer, writes Nadia Badarudin
BREAST cancer is a major killer of women. But how many of us really care about the media messages and campaigns on breast cancer? How many of us think “it’s not going to happen to me” or that “it’s someone else’s problem”?
Since its establishment in 2003, lingerie manufacturer Wacoal Malaysia has been organising the Pink Ribbon campaign every October through various channels nationwide, aimed at spreading knowledge on early detection of breast cancer.
Realising that ignorance isn’t bliss when it comes to breast cancer, Wacoal Malaysia recently launched its 2013 Pink Ribbon campaign.
With the New Straits Times as its exclusive media partner, the company has chosen to spread awareness and to kickstart the campaign among the members and family of the public “mouthpiece” itself — the media.
The launch of the 2013 Pink Ribbon campaign was held at the New Straits Times Press headquarters in Bangsar on Oct 10. Speaking at the launch, Wacoal Malaysia executive director Takashi Watanabe said the fight against breast cancer and advocating the importance of early detection have been part of the company’s social responsibility.
He said: “Breast cancer is curable if detected early, and we can never emphasise enough on the importance of early screening. This year, the campaign is aimed at combating ignorance. There is no better way to generate and maximise the awareness than through the media.
“We hope that our collaboration with NSTP will enable us to spread the information further and to wider audience more effectively,” he said before jointly launching the campaign with NST deputy group editor Abdul Rashid Yusof.
Present at the event were Wacoal Malaysia director and general manager Vincent Leong and National Cancer Council (Makna) deputy general manager Vemanna Appannah.
SPLASH OF PINK
The campaign started with Pink Ribbon ambassador, Miss World Malaysia 2013 Melinder Kaur Bhullar, sharing her knowledge on breast cancer prevention and healthy living.
There was also an exhibition on cancer, covering from preventive to post-cancer information. One of the interesting booths displayed is Remamma, Wacoal’s product range for women who have undergone mastectomy.
Wacoal Malaysia’s experienced beauty advisors were also on hand to impart knowledge and tips on breast self-examination and bra-fitting to employees of NSTP.
Apart from games and giveaways, mammogram screening was also available on-site at the National Cancer Council (Makna) mobile mammography unit.
A donation drive is being held nationwide as part of the Pink Ribbon initiative where the proceeds will be channelled to Makna’s mobile mammography services. The services are provided for both urban and rural areas, to improve access and affordability for women to receive early screening tests.
PINK WITH HOPE
THE Estee Lauder Companies’ global Breast Cancer Awareness campaign turned 21 this year and the Petronas Twin Towers were bathed in a beautiful pink hue on Oct 18 and 19.
The colour pink serves as a symbol of hope as breast cancer is the biggest cause of cancer deaths among women in the country.
The KLCC Lake Symphony Fountain will also be illuminated in pink until the end of the month.
“Early detection saves lives. Through awareness and education, we hope that women will do the right things such as monthly self breast examinations and for those above 40, annual mammograms,”
“This is the first step to help prolong our lives in any case of breast cancer,” said Esteen Lauder brand general manager and campaign chairperson Katrina Liew.
Past campaigns have seen the Kuala Lumpur Tower, Sultan Abdul Samad Building, Bintang Walk, Pavilion KL, Fahrenheit 88, and the National Science Centre illuminated in pink.