MSD, a leading global biopharmaceutical company, in collaboration with the Ministry of Health and Prevention (MoHAP) and Friends of Cancer Patients (FOCP)’s Pink Caravan, concluded the MSD’s third year ‘EMBRACE’ campaign. Supported by the Ministry of Health and Prevention, the initiative for the current year encompassed all seven Emirates – to raise awareness about breast cancer, encourage regular check-ups, and ensure early detection.

EMBRACE stands as a visionary initiative by MSD, dedicated to the paramount goal of heightening awareness and advocating for the critical importance of regular screening and early detection in the fight against breast cancer. Within this compelling campaign, MSD together with key stakeholders, will cooperate to support MoHAP’s efforts to magnify the campaign’s impact and propel the clarion call for awareness to new heights.

As a part of the campaign, MSD collaborated with the Ministry of Health and Prevention and Friends of Cancer Patients’ Pink Caravan to raise awareness about breast cancer, encourage regular check-ups, and ensure early detection. The Caravan offered complimentary screenings at various locations, including Mirdif City Centre, Jumeirah Beach Residence (JBR) in Dubai, and Sharjah Corniche. Additionally, the campaign extended its free screening services to Etihad Airways and Emirates Airlines female employees.

The initiative emphasizes the importance of regular health checkups, especially for women, urging them to monitor for signs like breast lumps, size changes, breast or nipple discomfort, or underarm swelling. FOCP’s Pink Caravan will deploy several mobile clinics throughout the month to provide accessible and convenient free breast screening services.

Dr. Buthaina Bin Belaila, Head of Non-Communicable Disease & Mental Health, Ministry of Health and Prevention, said: “Across the world, the month of October is a time to step up efforts to increase awareness about breast cancer and its symptoms. It is an opportunity to spread knowledge regarding the importance of early detection so that medical intervention takes place as soon as possible, improving patient outcomes. The Ministry’s strategic framework outlines these actions with the aim of enhancing public health and promoting a safe, aware, and proactive society committed to the health of its members. For this reason, we urge the public to prioritize periodic screenings. The Ministry supports all related awareness initiatives, including those of MSD and the Friends of Cancer Patients, which strive continuously to serve this aim. No doubt, through cooperation, we can fortify society’s definece against this disease.”

Under the Ministry of Health and Prevention support, about 4 million Etisalat and du subscribers received informative text messages and reminders for periodic screenings. Raising awareness is key to reinforcing the message that early detection of breast cancer offers early intervention, better management of breast cancer, and, eventually, saving more lives.

Ashraf Mallak, Managing Director, MSD GCC, stated: “Breast cancer is a global challenge, and our company is dedicated to supporting initiatives that raise awareness, promote early detection, and ultimately save lives. We are proud to partner with organizations like Friends of Cancer Patients (FOCP) and work alongside the Ministry of Health & Prevention to contribute to the breast cancer awareness campaign in the UAE. Through our EMBRACE campaign, we are fostering knowledge, encouraging regular screenings, and advocating for early intervention; we believe that together, we can make a significant impact in the fight against breast cancer and improve the well-being of individuals in our community.”

Aisha Al Mulla, Director of Friends of Cancer Patients said: “At FoCP, we are always keen to raise community awareness on adopting a healthy lifestyle, provide support and comprehensive healthcare throughout the recovery journey, and enable society to challenge cancer in general and particularly breast cancer. We have been taking positive steps to encourage all stakeholders to further their efforts in line with our firm belief that collaboration and support is the first step towards success. With this joint collaboration, we are getting our voice heard and inspiring more efforts and awareness.”

 Furthermore, as a part of ‘EMBRACE,’ MSD joined hands with Health Magazine to organize the ‘Pink Warriors,’ an annual initiative organized by the magazine. In its second edition, the event gathered government officials, healthcare leaders, breast cancer survivors, and experts from the United Arab Emirates, all united in raising awareness and supporting the cause.

The collaboration between FOCP’s Pink Caravan and MSD is part of the MSD EMBRACE campaign. This year marks the fourth year of the MSD EMBRACE campaign in the UAE. Last year, MSD collaborated with Deliveroo, where pink-clad riders distributed educational materials and offered free screenings. MSD initiated the EMBRACE campaign in October 2021, partnering with prestigious organizations like the Emirates Oncology Society, Emirates Medical Association, and Friends of Cancer Patients Association. This campaign illuminated iconic Dubai landmarks like Burj Khalifa and Dubai Frame to promote mammograms and early breast cancer detection.