• Warriors in Pink programme continues to empower patients, survivors, and co-survivors of breast cancer across the Middle East and North Africa
•  UAE’s edition of the long-standing campaign an adrenalin-fuelled event held in a boxing ring in Dubai Sports City’s Fit Republik
• Models of courage inspire cancer patients to stay positive as it will get them through the darkest hours and into the light
• Models of Courage – breast cancer survivors – donned new collection of clothing and Warriors in Pink accessories line

Radiating with positivity, breast cancer survivors selected by Ford Middle East and North Africa for this year’s edition of Warriors in Pink have come together to reflect on their battles with the disease and to share their heartfelt stories.

By continuously asking, “What more can we do?” Ford’s long-standing programme Warriors in Pink continues to support, inspire and empower patients, survivors and co-survivors of the disease year after year. The objective is to drive conversation on breast cancer awareness as a leading health concern, to spread a message of hope to current patients and to encourage women and men to get regular check-ups.

Following the remarkable success of previous years’ activities, Ford recently organised several photo sessions for survivors – “Models of Courage” – across the Middle East and North Africa region, in the hope that these courageous ladies’ actions can inspire current and future patients in their own battles. The 2016 collection of the “Warriors in Pink” clothing and accessories line, which includes a wide range of items from scarves to shirts, was also introduced during these photo sessions.

United Arab Emirates
“Staying positive will get you through the darkest hours and into the light”, says Model of Courage Dikrayat Saleh in her message to breast cancer patients. “Cancer is not a death sentence unless you allow it to be”.

“On some level, this is a battle that everyone has to fight. We are fighting for our own lives”, explains Model of Courage Umaima Tinwala, acknowledging the “ignored heroes” – family and friends that stand by cancer patients through the many lows. “I really believe these heroes need to be recognised. All cancer patients have at least one such person and they should be part of our story as well”, says Umaima.

The 2016 edition of Warriors in Pink was an adrenalin-fuelled event held in a boxing ring at the Fit Republik fitness centre in Sports City, Dubai. Five breast cancer survivors from the UAE – Dikrayat Saleh, Umaima Tinwala, Deena Ajith, Jenny Holiday, and Hanifa Meslem – modelled the new apparel and accessories collection, and shared their powerful message of hope.

Jenny expressed her excitement in taking part in this inspiring campaign, saying: “Ford makes breast cancer awareness a fun experience. In many ways, I believe this disease turned into a blessing.”

Dikrayat stressed the importance of a strong support system to overcome the difficult times. She explained: “The positive attitudes of my doctors and the time given to explain things to me in gentle ways helped me get through this stage in my life.” Deena chooses to live one day at a time and to remain positive throughout the treatment.

Sue Nigoghossian, general manager, Communications, Ford Middle East and North Africa, said: “We are thrilled to welcome these courageous and inspiring women to the Models of Courage programme, and we are proud to have them represent Warriors in Pink in the region. This campaign has flourished into a long-standing programme in the Middle East and North Africa, and we continue to be committed to raising greater awareness of breast cancer and the importance of early detection as it can help save lives.”

“Through the Warriors in Pink campaign, we aim to further raise awareness in the UAE and across the MENA region, to encourage, inspire and empower breast cancer patients, as well as their families.”

Issuing a call to action for early detection, Ford Middle East and North Africa has again partnered with the Zulekha hospital offering free mammograms and consultations during the month of October to encourage both men and women to get screened. The Zulekha hospital hosted a conference on Monday October 3^rd to launch this initiative where the Ford Warriors in Pink Models of courage were invited to share their experiences and message of hope. This year, women in the UAE can register again for free mammograms at the Zulekha Hospitals in Dubai and Sharja, from October 3^rd until December 31^st.

Originally created to bring the breast cancer community together and support those who embody courage, commitment and hope in the fight, Ford Warriors in Pink has become an active support system for anyone touched by the disease. The Warriors in Pink apparel collection features bold symbols that signify hope and strength, and that embody the warrior spirit of taking charge, harnessing power and standing together. This year, the collection featured new items including a hoodie, a tunic and a T-shirt, as well as best-selling accessories such as the annual women’s scarf and an updated versatile tote. Warriors in Pink now has its own colouring book designed to create a relaxing way for breast cancer survivors to pass time, giving them a few moments of peace and mindfulness.

Breast cancer affects one in five people in the UAE, according to the Health Authority Abu Dhabi. Many other factors, such as social stigma, cultural issues and a lack of awareness were blamed for late detection*. As a result, the region has high rates of late presentation. Ford Warriors in Pink hopes to raise the needed awareness about this topic and looks forward to valuable engagement in the fight against breast cancer.