Medcare’s Breast Cancer Awareness Campaign expands in 2025, joining hands with Emarat, Krispy Kreme, Geely and more to promote early detection and screenings across the UAE.
DUBAI: Medcare Hospitals & Medical Centres has launched the fourth edition of its Breast Cancer Awareness Campaign this October, reaffirming its commitment to early detection and prevention of breast cancer, the most common invasive cancer among women in the UAE. The 2025 campaign is notably larger, incorporating collaborations with cross-industry partners including Emirates Petroleum Company PJSC (Emarat), Krispy Kreme, AGMC Geely, Activate, and The Platform Studios.
Building on the success of last year’s campaign, which screened over 2,200 women, of whom 62 per cent were first-time participants, Medcare continues to break barriers by expanding its reach beyond traditional healthcare settings. With AED 350 screening packages offered at its hospitals and centres in Dubai and Sharjah, the initiative ensures essential preventive care remains accessible and affordable for women of all backgrounds.
Dr. Shanila Laiju, Group CEO of Medcare, stressed the importance of early detection, noting that 82 per cent of women screened in 2024 returned for follow-ups, signalling growing trust in Medcare’s health offerings. She highlighted that breast cancer, while prevalent, is highly treatable when detected early, making campaigns like this vital.
The 2025 campaign stands out by making awareness visible and participatory. Pink-branded Geely cars roam Dubai throughout October, creating mobile visibility, while social media contests, wellness studio activations, and community touchpoints like petrol stations and malls help spread the message in approachable spaces. “We are creating conversations in familiar settings where women live their everyday lives,” Dr. Shanila noted.
Rania Akkela, Head of Marketing, added: “This October, every corner of Medcare is aligned with the mission to encourage action and save lives. We’re grateful to our partners for helping amplify our message beyond the medical space.”
With educational materials, specialist consultations, and widespread outreach, Medcare’s initiative seeks to normalise breast health awareness and inspire lifelong preventive habits. The goal is not just awareness, but action—empowering more women to prioritise their health.
