No matter who you are or where you’re from, when you hear the diagnosis ‘Breast cancer’ your world comes to a standstill. But in the UAE, there’s a bright pink light of hope on the … read morehorizon, Friends of Cancer Patients. This non-profit organisation believes cancer should never be a scary journey, and definitely not one you should take alone. They are committed to supporting patients and their families every step of the way. But their work doesn’t stop there, FOCP knows the importance of early detection and raising awareness about self-exams, especially with breast cancer where, “80% of breast cancer tumors are self-detected.” – Friends of Cancer Patients This is why Pink October is the most important month on their calendar. A time when they work hard to remind women everywhere to check their breasts! Horizon FCB Dubai wanted to find a way to support FOCP and use Pink October to launch an initiative that would act as a constant year-round reminder for women to do self-exams. This is when something caught their eye, an emoji waving out of the keyboard. But was the emoji waving, or doing something else? They launched the #🙋♀️ in the UAE with FOCP, and asked the question, “Have you ever wondered why this emoji has her arm in the air? It’s because she’s doing a breast cancer self-exam.”
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