Abu Dhabi – MENA Herald: Al Wahda mall, an Iconic landmark & favourite shopping destination located in the heart of Abu Dhabi city, concluded the awareness campaign during the month of October, dedicated to breast cancer awareness. The special campaign primarily was to create awareness amongst the women visitors and raise funds for breast cancer victims. Al Wahda Mall partnered with Brest Friends, an organisation working to create awareness for Breast Cancer, exposing mall goers on the importance of early and self-detection.  Around 7308 women attended the pink workshop and were acknowledged with “I am aware” certificates post attending the educational seminars about early and self-detection.

Over 70 -75 % mall visitors were exposed to free testing and educational literature regarding breast cancer and at the same time were made responsive through eye-catching pink illuminations & activities throughout the mall during the month. As a part of the program the mall, along with providing the very best of shopping and lifestyle experience, simultaneously ran the ‘SHOPINK’ initiative, pink being the colour of solidarity for breast cancer movement.

The mall extended its support by converting an empty store into a literature room for a pink workshop carried out by pink partner ‘Brest Friends’ where timely educational videos were played every 20 minutes on early detection, coping with cancer and general awareness.

Mr. Mohammed Nauman Thakur, General Manager, Al Wahda Mall said, “We were very pleased by the response we received from our mall visitors.  This only proves that such initiatives and exposure is needed in order to spread the right kind of awareness. As it is rightly said, that innovative cure can change the world when it comes to early diagnosis, treatment and prevention. We congratulate the team at Al Wahda Mall, for putting up a great team effort and reaching out to as many women as possible.  The educational collaterals set up by our pink partners – Brest Friends & ADCB were commendable as well. This exercise is part of our ongoing objectives of giving back to the society in our very own way.

Al Wahda Mall, incorporated a tactical approach by arranging a flash mob and grabbing their attention to eventually foreplay the message, the teaching and educational learnings. The seminars highlighted that when detected early, 80% of women survive breast cancer.

Free Mammography testing was facilitated by pink partner ADCB, and a favourable response was recorded for the same. A tree of hope initiative was also set up to collect messages of hope towards Breast Cancer victims from mall visitors, also enabling fund raising. The Wellness on Wheels – a mobile Mammography unit encouraged and urged every woman over the age of 40 to attend & get themselves checked.

In addition to the other initiatives, the mall accelerated various entertainment activities such as a pink arts corner for kids, a pink choreographed act and a flash mob to drive the message during peak footfall hours maximising the reach and sustaining activities throughout the week.