Drive to raise awareness

Breast cancer is more than a disease, more than statistics. It’s about people and families, whose lives are forever changed by a diagnosis, and Ford Motor Company is working relentlessly to raise awareness and funds in the fight against breast cancer through a unique programme called Warriors in Pink, writes Stan Szecowka.

Warriors in Pink embodies hope, strength and courage and is about women and men finding strength within themselves – their inner warrior – at a time they need it most.

In the Middle East, this is no different, as the disease is the number one cause of death in women, and relatively low awareness rates means that women are often diagnosed with cancer at advanced stages.

GulfWeekly, the kingdom’s campaigning community newspaper, has joined forces with Ford and YK Almoayyed Motors, its authorised dealer in Bahrain, to help promote the campaign and has four special prizes to give away to readers, including the highlight of a special collection of fund-raising warrior wear, a unisex T-shirt designed by A-list Hollywood actress Jennifer Aniston, pictured, top right.

“We know that awareness leads to early detection and early detection saves lives,” said Sue Nigoghossian, Ford Middle East’s brand communications & public affairs manager. “Warriors in Pink, powered by Ford, has always been outspoken about the importance of early detection, as the risk of dying from breast cancer increases greatly when it is diagnosed in later stages.

“The Ford commitment runs well beyond raising funds. The company is dedicated to making a difference 365-days-a-year by encouraging women to become informed and visit their doctors, educating them that early detection saves lives,” she added.

“Simultaneously, Warriors in Pink is also a campaign that recognises the strength and courage it takes to deal with the everyday challenges of battling breast cancer day-in, day-out.”

The Warriors in Pink collection – Ford’s unique line of apparel and accessories for women, men and children – is one of the main pillars of this campaign, featuring fashion items and accessories that highlight the Warriors in Pink symbols of hope, strength and unity in the fight against breast cancer.

Aniston’s T-shirt is available in grey or white and made of super-soft jersey cotton in Egypt. Its design, which features a drawing of the moon, is a message of positivity, encouraging people to believe in a cure, inspired by the reasoning that ‘if we can put a man on the moon, we can find a cure for breast cancer’. 

“My T-shirt stands for a future in which we no longer have to live in fear of cancer,” the award-winning actress told GulfWeekly.

One of the other activities that Ford Middle East will bring to the region this year is the screening of Five – five short films that explore the impact of breast cancer on five very different women. Through an interconnected story, the films use humour and drama to focus on these women and their lives at different stages of their diagnoses.

The stories look at the effect the disease has on relationships and the way the women perceive themselves while searching for strength, comfort, medical breakthroughs and ultimately a cure. Directors of the movie are Aniston, Alicia Keys, Demi Moore, Patty Jenkins and Penelope Spheeris.

“I’ve had an amazing journey working on Five and it was only fitting I was able to bring that energy into the design of this Ford Warriors in Pink T-shirt,” Jennifer added. “I encourage all of you to take a stand against breast cancer and join the brave men and women who are battling the disease as we speak.”

In addition to the clothing line, a regionally-relevant Warriors in Pink henna art initiative is already proving popular. Ford Middle East commissioned a video, which is available on the company’s Facebook and YouTube sites, to show ladies how to become a ‘Warrior in Pink’ and mark their support of breast cancer awareness using henna.
 
Women in Bahrain are encouraged to paint the Warriors in Pink symbol that best represents them. The symbols are versatile, some are worn to honour those that have passed away as a result of the disease, others show a sense of solidarity and standing strong with breast cancer survivors, others to mark a commitment to life and survival in the face of the disease.

Sue added: “Women in our region have used henna in body art since ancient times, so it is a source of inspiration to us all at Ford to see women using henna to make such a bold statement, in a way that only our region can, in support of breast cancer awareness.

“Women of all ages and nationalities have been wearing the henna Warriors in Pink symbols, and as bona fide ‘warriors’, bringing breast cancer awareness and discussion to the forefront of our local communities, which is our ultimate aim in this campaign.”.

Doctors recommend that since older women are more likely to develop the disease, once women reach the age of 40, they should have an annual mammogram, in addition to monthly self-examinations. Women under the age of 40 are advised to self-examine every three months. People concerned about any abnormalities should contact their doctor immediately.

l Find out more about Warriors in Pink, Powered by Ford at www.fordcares.com or watch Ford Middle East’s Are you a Warrior in Pink video to learn more about the henna campaign on www.youtube.com/fordmiddleast and www.facebook.com/FordMiddleEast

To buy the Warriors in Pink collection on-line visit www.shopwarriorsinpink.com (international shipping service is available).

All Ford Warriors in Pink apparel is also available for purchase on-line at www.fordcares.com with 100 per cent of net proceeds from the collection going to Susan G Komen for the Cure, Dr Susan Love Research Foundation, The Pink Fund and the Young Survival Coalition.