Stock up on everyday items and receive a free mammogram

The brains behind leading brands including Pampers, Herbal Essences, as well as Tide and Ariel laundry detergents, Proctor & Gamble has joined forces with Choithrams and the Al Zulekha Hospital this month.

The Pink It Now campaign runs until the end of October as part of Breast Cancer Awareness Month and offers customers the chance to have a free mammogram and breast screening at a branch of the UAE hospital. The initiative strives to increase awareness of the disease, promote screening and early testing, and raise funds for research into its cause, prevention, diagnosis, treatment and cure. All you have to do is spend Dhs70 or more on any Proctor & Gamble brand products, which includes a whole host of popular household brands.

Breast cancer is the most frequently diagnosed cancer among women in Gulf countries with 1 in 8 women being diagnosed in their lifetime, according to the Al Jalila Foundation. This highlights the importance of early detection and treatment as the most effective way to overcome cancer and live life to the fullest.

Co-Chairperson at Al Zulekha Healthcare Group, Ms. Zanubia Shams said: “Today great strides have been made in the fight against breast cancer, in no small part thanks to the efforts of local partners. We are proud to partner with P&G for the Pink It Now campaign to raise public awareness, educate on the importance of early detection, diagnosis, and treatment of breast cancer as well as provide guidance, identify risks and preventive measures.”

It is believed the Pink It Now campaign will help save lives by increasing awareness of breast cancer and providing the local community with mammograms. Regional partners are playing a key role in contributing to the awareness and prevention of breast cancer in the UAE.

“The Pink It Now campaign with P&G and Al Zulekha Hospital is a unique opportunity that will allow Choithrams to improve awareness in the fight against breast cancer and make screening more accessible," said Rajiv Warrier, CEO of Choithrams. "This initiative is one of the most promising and meaningful activations towards extending support to our customers and making a positive impact in our community."

This campaign is in line with the world-class healthcare pillar of the UAE’s National Agenda as part of Vision 2021, which highlights the importance of preventive medicine and seeks to reduce cancer. Items include Always sanitary pads, Fairy washing up liquid, Ambi Pur air fresheners, Lenor fabric softener, as well as beauty brands like Gillette, Head & Shoulders, Olay, Oral-B, Pantene and Herbal Essences..

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