Choithrams shoppers will be entitled to a free specialist consultation and x-ray mammogram this month, thanks to a unique partnership between the retailer, Procter & Gamble, and Zulekha Hospital. Any shopper who visits Choithrams this month and spends 70 Dirhams on any P&G brands will be offered the chance to sign up for an appointment, at no cost, at either Zulekha Hospital in Dubai or Sharjah. The month-long campaign is open to both women and men.
Zulekha Hospital’s ‘Pink It Now’ breast cancer awareness campaign, which promotes awareness and prevention of the disease, has run for eight years. The healthcare provider has held free screenings and consultations for over 10,000 women. This year the campaign focusses on spreading greater awareness on the incidence of the disease in men, its early detection and management.
Breast cancer is the most frequent cancer among women, impacting 2.1 million women each year according to the World Health Organization, and is responsible for the greatest number of cancer-related deaths. Male breast cancer is relatively rare, but one that doctors often diagnose in its later stages. Men must understand how they can spot the signs early on, so they can receive the best treatment to fight the disease.
Having positively treated male breast cancer patients at the hospital, we felt the need to extend our awareness focus beyond the norm and ensure we create awareness early on incidence of this disease in men. When we started our campaign in 2012 we had a handful of people stepping forward to take the early check. Today we have touched thousands of lives. With our experiences, we believe our first steps will lead to greater positive changes in a few years from now,” said Zanubia Shams, Co-Chairperson of Zulekha Healthcare Group.
One in eight women will be diagnosed with breast cancer. Conducting a breast self-exam at least once a month and getting a mammogram once a year after the age of 35 are simple preventative measures that can save lives. With a retail network that covers the country, Choithrams will be able to get an awareness message out to hundreds of thousands of consumers this month.
“Many of us know women who have been diagnosed with breast cancer, and early detection and treatment is vital to treating this disease. P&G’s brands can be found in every household across the country, and we want to use that reach to be able to start a conversation with our consumers, so that they learn more about early detection and get help early on,” added Kirti Meghani, Head of Retail Procurement at Choithrams.
“This is such an important issue to many of our shoppers, and we’re delighted that we have been able to come together with Zulekha Healthcare Group and P&G to offer our consumers a means to help fight a disease that takes so many lives,” said Pankaj Sajnani, Category Buyer FMCG Retail-Local at Choithrams.