Free screenings, pink delivery riders: How Abu Dhabi is raising awareness about breast cancer

UAE residents can now spot Deliveroo riders wearing pink uniforms delivering their orders across the country. Customers will also be receiving pop-up messages through the app to avail of free screenings at multiple centres, according to authorities.

The move follows Abu Dhabi Public Health Centre (ADPHC) announcing its partnership with MSD, a global biopharmaceutical company, for its ‘Embrace’ campaign to raise awareness of breast cancer during the month of October.

The 2022 edition of the campaign is supported by the Department of Health of Abu Dhabi (DoH) and will be rolled out in collaboration with food-delivery application Deliveroo to magnify the breast cancer awareness message to people living in the UAE.

Deliveroo app-users will receive pop-up messages and flyers throughout the month of October for breast cancer screening as well as educational content related to the disease. Deliveroo riders will be kitted out in pink uniforms and driving pink bikes to raise awareness for the cause.

Also as part of the campaign, free screenings will be made available across multiple centres in Abu Dhabi including Abu Dhabi Health Services-SEHA, Mubadala Investment Company, NMC Health Care and Mediclinic Middle East.

Burjeel group, in collaboration with Friends of Cancer Patients (FOCP)’s Pink Caravan, will encourage regular check-ups for early detection.

Dr Omniyat Al-Hajri, Director of the Community Health Sector Department at the Centre said on this occasion: “By joining efforts with the private sector, we aim to raise awareness of the importance of early detection of breast cancer during October. Fighting cancer among the residents of the Emirate of Abu Dhabi is among the list of public health priorities that fall under ADPHC initiatives, Breast Cancer Awareness Month aims to raise awareness among women about the disease early detection methods, warning signs of the disease, consulting a doctor, and reporting any changes.”

She added, "The healthy lifestyle followed has a key role in achieving community safety, as early detection of the disease is the main factor in reducing deaths. Abu Dhabi Public Health Centre recommends that women should get a mammogram screening every 2 years starting at the age of 40, or earlier if breast cancer has presented in the family. Therefore, we would like to urge concerned women to avail of the free screening we are offering this month in Abu Dhabi.”

Ashraf Mallak, Managing Director, MSD GCC said: “We are committed to play our part in contributing to WHO Global Breast Cancer Initiative (GBCI) and reducing global breast cancer mortality by 2.5 percent per year, thereby averting 2.5 million breast cancer deaths globally between 2020 and 2040.”

• 'You lose your sense of identity': UAE's young breast cancer warriors share their journey