FAM AND ZAHRA LAUNCH BREAST CANCER SCREENING CAMPAIGN TO PREVENT THE PREVENTABLE
Marking international Breast Cancer Awareness Month, leading feminine hygiene brand Fam teamed up with Saudi-based breast cancer Zahra Association in October for their 10th joint campaign to raise awareness about the importance of early breast cancer detection. The prevention campaign, part of Fam’s continued commitment to women’s wellbeing, was launched under the hashtag #More_than_90%. It highlighted the fact that more than 90 percent of those diagnosed in the earliest stages of breast cancer survive the disease and urged women of all ages to regularly check their breasts for symptoms.
In shopping centres across the Kingdom, Fam and Zahra Association’s breast cancer awareness booths promoted the importance of early detection in treatment success rates and saving lives. The activation took place in Riyadh’s Hayat Mall, Al Ahsa’s Al Othaim Mall and Jeddah’s Roshan Mall where women were invited to make a pledge to take a breast cancer screening test by leaving a pink imprint of their fingerprints on a white board – a symbolic commitment to health awareness and prevention.
Simultaneously, a social media campaign across Fam and Zahra’s online platforms marked International Breast Cancer Awareness Month, featuring inspirational messages aimed at encouraging women to fight breast cancer and stay healthy. In order to reach as wide an audience as possible, Fam and Zahra Association also broadcasted an awareness campaign on TV encouraging women to make time for a breast cancer screening test and highlighting the importance of early detection. The advertising campaign aired in regular spots on MBC1 between 8 and 31 October 2019. To reach a young audience the adverts were also shared via Fam’s social media platforms.
About Fam®
Fam is a trusted brand for generations of women who seek optimal protection and extra comfort in a feminine napkin. In line with its motto “Fam® Cares”, Fam brings women the ultimate protection and softness while constantly protecting their health and fostering their wellbeing. The brand is owned by INDEVCO and manufactured under license by Napco National.
