LAHORE: Renowned clothing brand, Nishat Linen Private Limited, has joined hands with Pink Ribbon Pakistan, a non-government organization working on breast cancer awareness and healthcare facilities, in their PINKtober 2018 campaign which hinges around raising funds for the ongoing construction of Pakistan’s first dedicated breast cancer hospital. Both the parties signed a Memorandum of Understanding (MoU) at the Nishat headquarters on September 26, 2018. Under the MoU, Nishat Linen will support Pink Ribbon throughout the PINKtober campaign, which is being launched with #SaveThe9th theme, to show solidarity with Pink Ribbon’s lifesaving cause. At the eve of signing of the MoU, Pink Ribbon’s Chief Executive Officer (CEO) Omer Aftab said, “Since the very beginning of our campaign, we have been trying to engage with different corporate organizations as we believe that the corporate sector has some grave responsibility to pay back to the society in terms of human development.” “Nishat Linen’s support will help us expand our outreach further during the PINKtober 2018 campaign and we hope to go a long way together for this greater cause”, he added. Nishat Linen’s CEO Naz Mansha applauded Pink Ribbon’s efforts to raise awareness in the society despite hard circumstances and initiate the process of practical healthcare services delivery. “It gives me great pleasure to join hands with an organization and initiative that is working on grassroots level to help educate and in turn, eradicate breast cancer. Cancer is not deadly, letting it go undetected is,” she said. Pink Ribbon’s #SaveThe9th campaign started from October 1 with nationwide youth programs, pink illuminations, press conferences, a holistic digital drive and other ATL and BTL activities. Breast cancer is more prevalent in Pakistan than all other Asian countries. Every year, around 40,000 women die of this disease and every 9th woman is at high risk of getting breast cancer. Pink Ribbon Pakistan is building a dedicated Breast Cancer Hospital in Lahore to provide one-stop breast cancer management solution to the patients and potential victims. Published in Daily Times, September 5th 2018.