Pakistan has the highest incidence rate of breast cancer in Asia. Alarmingly, the survival rates are very low. This is mostly because the majority of the women reach the hospital at stage 3 and 4, when it’s too late. Most women from the lower socio-economic ground lack even basic awareness. Doctor Rufina Soomroo, one of Pakistan’s leading breast cancer experts says, “Most women think it’s immoral and inappropriate to speak about breast cancer. These cultural taboos are hindering breast cancer awarenessin Pakistan”.
Adapting an international breast awareness campaign in Pakistan is surely not the answer. Here, we have to respect the local culture, especially when we speak about breast cancer. Women do not like to talk about this in public and certainlynot in the presence of men. The task is to rasie awareness by speaking to these women in privacy.
That is exactly what the bra does.
The Pink Bra borrows from a common observation, where women tuck money inside their bras to keep it safe. It turns this observation into a breast cancer self-test exercise.
Strategic pockets – The Pink Bra comes with strategically placed pockets. So when women slip money inside their bra, the raised tactile guides tellthese women where exactly to press to self-examine.
Illusrated Instructions – The bra also comes with easy to understand illustrations, inside the cups of the bra, which explains each step of the self-test in details.
Expert help over the phone – When women spot something unusual they can call the Pink Ribbon hotline number for a free expert advice. The easiest way to tackle breast cancer is by detecting it early, Pink Bra helps do just that.
The project invites Pakistan to gift the bra to women from the lower socio-economic sections of the society. You can follow the movement on social media at #giveapinkbra.
Stay tuned on Facebook at https://www.facebook.com/pinkribbon.org.pk
Follow Pink Ribbon on Twitter at https://www.twitter.com/pinkribbonorgpk
In a short time, we’ve managed to garner support for this campaign from leading public figures including renowned actors Sanam Saeed and Maria Wasti. Announcements about further endorsements and Pink Ambassadors will be made public shortly.
Pink Ribbon Pakistan is a non-funded, self-sustained and the only organization in the country which is dedicatedly working on the issue of breast cancer with nationwide outreach since 2004.
We strive to significantly reduce breast cancer mortality in the country by creating widespread awareness through community engagement on prevention, early detection and increased access to treatment.
Our scope of work is holistic from strategic interventions to public awareness including patient-aid and service delivery.
To provide relief to poor people, we are setting up a dedicated Breast Cancer Hospital where deserving patients will get free of cost treatment under one roof.
To provide content including images and video can be used on blogs, magazines, newspaper, television and other relevant media.
We only request you inform us when publishing any media content about the bra and using assets.
The content cannot be used to defame Pink Ribbon, its partners, the project, or any of the people and places featured in the videos.
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