- Title: EGYPT-CANCER AWARENESS Egypt cancer campaign spreads a sweet message
- Date: 6th August 2015
- Summary: CAIRO, EGYPT (AUGUST 4, 2015) (REUTERS) VARIOUS OF COMPUTER SCREEN SHOWING PICTURES OF PEOPLE CARRYING SWEET BOXES WITH STICKERS COMPUTER MOUSE VARIOUS OF SCREEN SHOWING PICTURES OF CAMPAIGN
- Embargoed: 21st August 2015 13:00
- Keywords:
- Location: Egypt
- Country: Egypt
- Topics: General
- Reuters ID: LVACRYRJ31RD4IFJQJ8DVKE56XR8
- Aspect Ratio: 16:9
- Story Text: People buying oriental sweets like baklava and kunafa in Cairo have been walking away not just with a box of sweet treats but also with pink ribbons.
With every box of sweets purchased, people are encouraged to donate five Egyptian pounds, less than a dollar, to go towards an Egyptian hospital that specialises in cancer treatment and care.
It's a small amount, but those behind the campaign say it isn't just about the money raised, it's also about spreading awareness about cancer in Egyptian society, with the pink ribbon symbolising breast cancer awareness.
Ahmed Hafez Younes is the Executive Creative Director of the campaign.
"People have become used to the habit of carrying a box of basbousa, kunafa or other kinds of oriental sweets when they go and visit each others, so we thought why not take advantage of the places where these sweets are sold and start raising awareness about breast cancer there instead of seeking to do so through traditional mediums. So the idea is to replace the ribbon that ties the basbousa wrapping with the Baheya hospital ribbon together with a sticker that carries awareness information. Through this initiative, we were able to enter, as much as we can, every house in Egypt," explained Younes.
Quoting the American Cancer Society as a source, Baheya Hospital says one in every eight women in Egypt will be diagnosed with breast cancer during her lifetime.
But despite the high rate, Hafez thinks people's awareness about the disease remains low.
"Unfortunately, people in Egypt think that other diseases are more serious than this disease (breast cancer) because they are not fully aware of it. They do not have enough awareness to understand that this disease has spread widely. They do not know that one in every eight women either has or will be diagnosed with breast cancer in one way or another. I believe that if they knew, and this is the main reason behind our campaign, if they already knew that it is that common and that it may reach every house, they would be more aware. If only they realise that the children who they sympathise with need to be taken care of by a healthy mother, then they would be much more concerned with the this cause," he said.
The campaign which is called #PinkRamadan has proved to be a success and its message has reached more than 2 million people, according to Hafez.
He says many celebrities expressed support for the campaign to try and promote the idea to the public including actors Mona Zaki, Dalia El Beheiry and Sherif Ekramy.
All proceeds raised will go to Baheya Hospital, a private cancer hospital, predominantly run on donations that provides free care.
The hospital was named after Baheya Wahby a prominent figure in Egyptian society who was diagnosed with breast cancer. After going through expensive treatments and witnessing the harsh conditions faced by less privileged female patients, her family decided to open the hospital to make the treatment accessible to all.
According to the hospital website, breast cancer is the most common type of cancer among women in Egypt. Early detection of the disease can improve chances of curing the disease and survival rates. - Copyright Holder: REUTERS
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