LAHORE, Oct 24: Since October is marked as Pink Ribbon Month, a cell phone company in collaboration with the Pink Ribbon Campaign has highlighted its support for ‘Pinktober -- the Breast Cancer Awareness Month’.

According to a press release issued here on Wednesday, October is celebrated worldwide as the Breast Cancer Awareness Month, and the Pink Ribbon Pakistan is the only nationwide campaign that has been working successfully for eight years in creating awareness among the masses about the causes of breast cancer and promoting the significance of early detection for better treatment and survival.

During ‘Pinktober’, the Pink Ribbon sensitised girls and women by arranging various events and activities for direct interaction.

In addition to medical camps for advice and clinical checkup, the Pink Ribbon also arranged a free national screening programme in collaboration with its partner hospitals.

The release said the effort was a continuation of Mobilink’s nationwide support for the Pink Ribbon campaign during ‘Pinktober’ and as part of which the cell phone company had collected donations through an SMS drive and had also educated customers using information material distributed through bill inserts, customer-care centers and advertising.

It said the campaign was being conducted under the umbrella of Mobilink Foundation, the only registered non-profit organization in Pakistan’s telecom sector which has joined hands with Pink Ribbon Campaign to help them achieve greater outreach for the noble cause.

Highlighting the importance of breast cancer awareness, a Pink Ribbon representative said: “One out of nine women in Pakistan is at the risk of breast cancer which claims the lives of 40,000 women every year. We appreciate cell company’s support for the cause and their innovative idea of spreading awareness about breast cancer. Such an initiative will surly prove beneficial to everyone.’’

Omar Manzur, of the cell phone company, said: “As a socially responsible organisation, we believe that awareness is the first step towards a healthy society. We are glad to have collaboration with the Pink Ribbon to show our commitment towards this cause.’’