ABC, the Lebanese retail pioneer, launched The Pink Bus as part of its annual campaign Mission Pink to raise awareness about breast cancer. ABC, adorned with pink as always this time of year, set the bus on its way to spread hope and raise awareness about breast cancer. The Pink Bus roamed various areas in Lebanon from Aley to Burj Hammoud and Saïda, with the aim of elevating the level of health awareness in the community about this particular illness, which is the most prevalent among women in the world. In fact, one out of eight women get this type of cancer. ABC has sought to spread this message to the largest segment of women throughout Lebanon especially those who do not receive or have access to permanent and intensive awareness programs. Mission Pink is an essential part of ABC's corporate social responsibility CSR program, given that, since day one, the company has considered itself a partner and a key supporter of the Lebanese community, its development and growth.
The Pink Bus, which is the first of its kind in Lebanon, hosted Lebanese celebrities such as Annabella Hilal and Hala Ajam as well as women who have won their battle with breast cancer and have become a source of inspiration to others. Also on the bus were representatives from associations such as the Lebanese Breast Cancer Foundation, FairFace and May Jallad Foundation. They met onboard the pink bus to raise awareness about the importance of early detection and the need for regular check-ups, stressing that this is the most effective way to fight and overcome this type of cancer.
The Pink Bus is a new initiative created to spread hope among women, encouraging them to confront their pain in a different way. The bus didn't wait for these women, but went to them instead, with the women who have triumphed over this illness already on board. The bus made many stopovers in different centers throughout Lebanon which left a positive impact on the local community. Also a number of awareness sit-ins were conducted and attended by a large number of women and girls, with the participation of the celebrities and associations involved. It aimed to educate these women about the immense need for periodic check-ups for early detection as well as the prevention methods and necessary treatment. Also, the cancer survivors present shared their experiences with breast cancer telling their stories of how they managed to face and overcome it. Breast cancer awareness leaflets and brochures were also distributed.
ABC has made it a yearly ritual to raise awareness about breast cancer through its campaign Mission Pink, which takes place in conjunction with the Global Awareness Month about breast cancer. This year, ABC wanted this message to reach every Lebanese woman wherever she resides, not just confining to ABC's customers and regulars. The Pink Bus of hope visited several Lebanese areas in order to ensure
that this awareness campaign is comprehensive, reaching the largest segment of Lebanese community possible.
