One strand, one smile!

Fam teams up with Zahra for a nationwide breast cancer awareness campaign

As part of its ongoing mission to promoting women’s wellbeing, feminine hygiene brand Fam has joined forces with Zahra Breast Cancer Association for the ninth time with the annual breast cancer awareness campaign La Tuhmili Ay Ichara (Don’t Ignore The Slightest Sign). Launched in October, in conjunction with the global Breast Cancer Awareness Month, the initiative aimed to alert women to the signs and

symptoms of breast cancer and the importance of early detection in saving lives. This year, Fam added another layer to its mission with a hair donation campaign launched under the motto Khosla Min Ajli Basma (One Strand, One Smile). The donations were used to make wigs for women who have lost their hair during treatment for breast cancer, which can have a transformative effect on their self-esteem.

Fam and Zahra Breast Cancer Association set up special booths in shopping malls across Saudi Arabia where female volunteers could make hair donations. The booths could be found at Panorama and Atyaf malls in Riyadh; Lulu Hypermarket, Al Marwa and Roshan Mall in Jeddah and Al Ahsa Mall and Lulu, in Dammam. A certificate was given to hair donors in recognition of their generous contributions. To ensure the campaign reached as wide an audience as possible, a nationwide TV commercial aired on MBC 1 from 11-31 October, 2018.

Throughout the initiative, known as Pink Month, Fam also ran an uplifting awareness campaign on its social media channels to highlight the positive impact of donations on women suffering from breast cancer.

About Fam®
Fam is a trusted brand for generations of women who seek optimal protection and extra comfort in a sanitary 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.