ABC launched today the third edition of its signature program 'Mission Pink' in support of cancer patients in Lebanon. The ceremony took place at ABC Achrafieh and was attended by ABC chairman Robert Fadel who announced the results of the 2012 Mission Pink campaign raising 47 million Lebanese pounds for the fight against breast cancer. All proceeds were donated to Faire Face Association, a non-governmental organization who supports women with breast cancer and to May Jallad Foundation, a non-profit organization focused on providing those in need with the essential resources to survive cancer.
Following the launch of its first breast cancer campaign back in 2011, ABC's Mission Pink flagship campaign during October keeps on growing year after year offering visitors a chance to acknowledge breast cancer awareness month and look good while contributing to the cause by buying special pink items from the pink corners installed in both Dbayeh and Achrafieh. Free Mammography will be offered to ABC customers, retailing for 2% from the women department, pinked tagged item and ABC pink Gift card will be donated to the campaign while the restaurants will donate 1$ from each check.
"Mission Pink is an important milestone for ABC since 80% of our customers are women. In fact, the attention and consideration of women is not new to ABC culture since we played a leading role in empowering them since our establishment" said Robert Fadel, Chairman and CEO of ABC. "M ission Pink campaign encourages women to proactively take charge of their health, empowering them again but this time to fight back against breast cancer".
ABC is also privileged to have the support of major NGOs as this partnership enables Mission Pink campaign to effectively spread the message of early detection amongst thousands of women across Lebanon, in a manner that is relevant to them.
"Through the generous donations from ABC, we will be able to help women with the free mammography program that was originally initiated in 1998 for women who cannot attend to a mammogram on yearly basis to make them aware of the importance of early detection of breast cancer", explained Anne Franjieh, president of Faire Face for Cancer.
"We can really make a difference in the lives of patients who need our help to obtain vital treatment. The donations collected today will immensely contribute to improving the quality of life of cancer patients who would otherwise continue to suffer in the absence of treatment," commented Rima Dandashi, president of the May Jallad Foundation for Cancer.
Professor Nagi El-Saghir, President of Lebanese Breast Cancer Foundation stressed on the diagnosis of breast cancer at early stages: Early breast cancer is becoming curable with partial breast and axillary surgery, short duration radiation therapy and less chemotherapy. Hormonal and targeted therapies are contributing to the increase in the rates of cure as well."
As part of the Mission Pink campaign, ABC is collaborating with the community and media partners to organize for the first time a Cake Sale for cause to raise funds in a yummy way to support the cause. Participants will sell their pink cakes at ABC Achrafieh and Dbayeh carrying a message of hope, life, health as every cake bought will help make a difference in a patient life.
ABC will be also spreading breast cancer awareness through Breast Self-Examination flyers distributed to all ABC customers & posters hung inside all ladies restrooms. Check out ABC "Pink corner" in Achrafieh and Dbayeh to select from a variety of items that all give the opportunity to make a contribution in the fight against breast cancer and stay tuned to ABC Facebook page to follow the latest news of the campaign.
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