[Dubai, UAE, October 31, 2015] – wasl Asset Management Group has come up with a novel idea to remind women to undergo yearly mammograms. As part of October’s Breast Cancer Awareness Month, the company has given away free cacti that have a unique feature; they produce a pink flower every twelve months.
wasl’s initiative had two main aspects, to emphasise the fact that yearly mammograms enable early detection of breast cancer and to create a breast cancer awareness drive that goes beyond the usual ‘October Pink Month’ activities. The unique hybrid cactus chosen by wasl is known as the ‘Cereus-Echinopsis, which is easy to maintain and can be grown indoors.
“Health promotion and the prevention of illness forms a vital part of wasl’s CSR activities for the community, so we felt it is important to participate in October’s Breast Cancer Awareness Month. We wanted to engage with women in a way that was unique, creative and that would inspire them like no other health campaign,” said Zainab Mohammed, CEO Property Management and Marketing, wasl properties.
wasl properties packaged its unique gift for women in a box that also contained a personal message about the significance of the plant and how it will remind them to stay breast cancer free. A discreet note on breast self-examination was also supplied. The company made the cacti sets available to all female employees at wasl and for shoppers across wasl vita at Jumeirah’s Wasl road. An accompanying poster asked women to pick up the special gift, explaining the reason why they should do so.
“Breast cancer is the leading type of cancer in women, accounting for a quarter of all cases. It can have a devastating affect if not diagnosed promptly, so it is vital that women undergo regular breast screening for early detection. If our cacti campaign is successful in reminding just one woman to undertake screening when she otherwise wouldn’t have, then our unique initiative will have been well worth it,” added Ms. Mohammed.