Joyalukkas Think Pink Targets to connect directly with over 200,000 people this year to spread the message of ‘Self Check Saves Lives’.

The ‘Joyalukkas Think Pink’ movement, with the theme ‘Take a Pink Pledge,’ will again actively undertake various initiatives this October with the mission to spread the message of ‘Self Check Saves Lives’. ‘Our commitment to grow this movement of ‘Taking a Pink Pledge’ to help fight breast cancer continues with more vigor and energy based on the many positive responses we have received over the past 3 years’ said Mr. Joy Alukkas, Chairman & MD, Joyalukkas Group. This CSR initiative is supported by the esteemed Zulekha Hospital and blessed by the Dubai Health Authority. The ‘Joyalukkas Think Pink’ campaign is a 100% non-profit initiative with the single minded objective to educate and empower women with tips and guidance to protect themselves and fight against the dreaded disease.

“I have ‘taken the pink pledge, to actively work towards taking this movement wherever Joyalukkas is present across the world. We are a network of 95 plus showrooms spread across 10 countries around the world and under the leadership of our visionary chairman, Mr. Joy Alukkas and our CSR head Mrs. Jolly Joy Alukkas I plan to spread this movement to as many countries as possible” said, Mrs. Sonia John Paul, Director, Joyalukkas Group.

The month of October is dedicated to building awareness, educating and empowering women on Breast Cancer worldwide. To complement the global drive, Joyalukkas launched ‘Joyalukkas Think Pink’ in the year 2011, as one of its main activities within its yearly CSR calendar. The ‘Joyalukkas Think Pink’ initiative in association with Zulekha Hospital strives to drive awareness and educate society on the various aspects of breast cancer and urges people to take periodic self check because early detection in most cases is 100% curable.

‘Joyalukkas Think Pink’ was launched with an official function on 29th September 2014 in Dubai where pink balloons were released by Dr Layla Al Marzouqi, Acting director of the Dubai Health Authority - health regulation department, Head of clinical governance office at DHA, as a symbolic gesture towards the cause. Also in attendance at the launch was Mrs. Sonia John Paul, Director, Joyalukkas Group, Dr. Zulekha Daud, Managing Director, Zulekha Healthcare Group, Dr. Pamela Munster, renowned breast cancer research specialist, Professor, Department of Medicine (Haematology/Oncology), University of California, San Francisco (UCSF), Director, Early Phase Clinical Trials Unit and Leader, Developmental Therapeutics Program, UCSF Helen Diller Family Comprehensive Cancer Center, Dr. Hani Sbitany, Assistant professor of surgery and Plastic and reconstructive surgeon UCSF medical centre, USA, and other official dignitaries and eminent doctors from the field of breast cancer research were also present at the occasion.

Under the ‘Joyalukkas Think Pink’ umbrella, a mass media campaign will be launched with the message ‘Self Check Saves Lives’ to urge women to periodically undertake self checks and this will be followed up with radio programs and road shows wherein doctors from the Zulekha hospital will educate with tips and tools to fight and prevent oneself from the disease. The campaign will also include free breast consultation vouchers, a special educational booklet, distributed across the UAE, which will detail self detection methods in addition to key facts of the disease plus feature articles and quotes from reputed personalities in support of this grand initiative. Other than this there are special orientation programs planned in universities, schools, Government offices and various Corporate across the UAE.

“As a woman I understand what women and their families go through if affected by breast cancer hence our pledge to it has grown stronger. The overwhelming support and response we have received over the past three years, is inspiring us to reach greater heights. As a Group, we are committed to take up various causes that help and assist mankind and we look forward to reaching an minimum of 200,000 people through our movement of ‘Take a Pink Pledge’” said Mrs. Jolly Joy Alukkas, Director and Head of CSR, Joyalukkas Group.

“As a healthcare provider we feel it is our responsibility to support and do everything possible that result in the health and well-being of people. The emphasis of the ‘Joyalukkas Think Pink’ initiative is to build awareness about breast cancer and educate them on taking preventive measures. While women over 40 years of age are globally the most affected, younger women now are also being diagnosed with the disease, women as young as 19 to 30 have been diagnosed with breast cancer in the UAE. We hope ‘Joyalukkas Think Pink’ will add to the activities undertaken by various bodies to build awareness, educate and protect women” said Dr. Zulekha Daud, Managing Director, Zulekha Healthcare Group.

‘Joyalukkas Think Pink’ is a movement launched by the Joyalukkas Group in the UAE 3 years ago and a similar initiative is now undertaken in Kochi, India as well by the group by supporting the Cochin Cancer Society which relentlessly works towards assisting Cancer affected people.