P&G's breast cancer campaign

In support of the October 2008 International Breast Cancer Awareness Month Proctor & Gamble (P&G); will this year seek to encourage the UAE’s shoppers to ‘put a little hope in their shopping basket’.

The one-month long campaign will be actively looking to boost awareness and knowledge of the importance of early detection as the best method in successfully treating breast cancer, by directly taking the message out to shoppers throughout the UAE.

As part of the campaign, shoppers are invited to buy someone ‘a chance’, ‘a smile’ or ‘some hope’, by purchasing any Olay, Crest, Oral B, Head & Shoulders, Pert Plus, Pantene, Herbal Essences, Tide, Ariel, Pampers, Always, Wella, Braun or Gillette product.

A percentage of the sales will be donated directly to the ‘Brest Friends’ organisation, which was founded by Dr. Houriya Kazim, specialist breast surgeon/medical director Well Woman Clinic and Founder of Brest Friends, to deliver care and support to the UAE’s breast cancer patients, survivors and their families.

The awareness campaign aims to reach the lives of as many women as possible in the UAE by being a visible force in the places where women do their shopping. Educational displays and brochures about breast cancer will also be displayed in many of the UAE’s supermarkets, to encourage women to take notice and be pro-active against breast cancer.

The participating outlets in the campaign include Carrefour, Lulu, Geant, Panda and Abu Dhabi Coop stores across the UAE.