BurJuman, a premier shopping centre in Dubai, has launched the first online pink ribbon campaign in conjunction with two leading lifestyle websites, as part of this year’s Safe and Sound, an extensive breast cancer awareness programme.

Internet users can visit masala.com and ahlanlive.com or go to safeandsound.ae for useful information. Users will be directed to a micro site housing a large ribbon, and given the opportunity to do their little bit for the cause by adding the color pink to the ribbon in the form of a dedication or message of hope, be it for a family member, friend, colleague or acquaintance who has in some way been affected by this widespread disease.

Now in its 13th year, Safe and Sound has made significant inroads in creating widespread awareness about breast cancer, early diagnosis, detection and treatment, with the emphasis this year being on spreading the message of hope to a much wider audience.

The campaign aims to attract a minimum of 250,000 people in the month of October.

“The Internet has always been a powerful tool for disseminating reliable information on breast cancer and raising awareness and this online pink ribbon campaign, aimed at extending our outreach, is a perfect complement to our on-the-ground initiatives such as the Pink Walkathon and the Survivors fashion show that already receive huge support from the local community,” said Sabina Khandwani, head of PR and marketing, BurJuman.

“Thanks to the power of the internet we hope to extend this success online and reach out to thousands of people with the life-saving and hopeful message of early detection and encourage them to help create a pink ribbon, the international symbol for breast cancer awareness.”

With the online ribbon campaign, BurJuman officials are now hoping to increase the involvement of the local community by ensuring that by spreading the word to friends, family and loved ones, Safe and Sound supporters generate greater awareness by making sure everyone does their bit to promote the cause.

The Pink Walkathon

On October 30, BurJuman will once again host the sixth annual Pink Walkathon, a 3.6 kilometre charity walk. Now a premier and regular event in the UAE’s calendar, BurJuman is calling upon all members of the public – men, women and children – to help support this very worthy cause, aimed at raising funds and awareness for the fight against breast cancer.

This year’s Walkathon will include a wider range of activities to make the event a much more exciting endeavor, complete with musical entertainment throughout the duration of the walk, face painting, balloon benders and other fun activities.

For a fee of Dh50 ($13.60), participants can pre-register and receive their Safe and Sound t-shirts at the mall information counters starting October 12 or at dedicated pre-registration desks set up at BurJuman one week before the walk. Participants can also register on the day of the Walkathon between 7 am and 8 am, prior to the start of the walk.

All proceeds from the Pink Walkathon are monitored by Red Crescent and will be used to generate awareness and education within the community and support patient care.
Survivors Fashion Show and other in-mall initiatives.

Another integral part of the Safe and Sound campaign is the Breast Cancer Survivors Fashion Show on October 9, which will feature breast cancer survivors who will take to the ramp and celebrate their triumph over the disease.

Studio 8, a leading boutique in Dubai, will be providing the clothes along with leading in-mall retailers.

A professional singer has also been invited to open the show with a rendition of BurJuman’s specially-created breast cancer song which is dedicated to those affected by breast cancer and also all the supporters of the cause.

In addition to these major activities, BurJuman will play host to a variety of fitness demonstrations i