#PINKtober is here! This is how big brands are standing up for Breast Cancer Awareness

From Marriott International to Avon, several companies across sectors are doing their bit for breast cancer awareness. Misbaah Mansuri chalks out how these brands are embracing Pinktober, one initiative at a time

Every October, people, world-over, show their support for those affected with breast cancer and spread awareness on the Breast Cancer discourse that requires addressability. The month has been given the moniker, Pinktober. So be sure, the world is about to get a whole lot pink. And for a good reason. As brands step up to raise awareness and do their bit for the cause, we spotlight various initiatives rolled out by companies and how they are contributing towards it.

PURPOSEFULLY PINK

As one of the biggest initiatives, over 60 of Marriott Bonvoy’s portfolio of properties in UAE will join efforts to contribute towards Breast Cancer Awareness Month this October and raise funds for Al Jalila Foundation in partnership with ‘Brest Friends’ which provides essential support to patients and survivors.

 The #PINKtober campaign will see every property in Marriott’s portfolio in the UAE host a variety of activities from pink-themed brunches, ladies’ nights, afternoon teas to raffles and wellness activities.

This includes a Stay Pink offer at Lapita, Dubai Parks and Resorts, Autograph Collection, Think Pink Wellness offer at Soul Wellness & Spa at Sheraton Grand Hotel, Dubai, special pink editions of the London Social Friday Brunch at The Ritz-Carlton, Dubai, and the B.I.G Brunch at W Abu Dhabi – Yas Island and many other activities. In addition, each participating venue will collectively donate a portion of the proceeds from the #PINKtober campaign to the Al Jalila Foundation.

 The month-long schedule of culinary events and offers can be viewed on Marriott’s dedicated dining platform www.morecravings.com/offers/pink-october.

Sharing the genesis behind the initiative, Sandeep Walia, Chief Operating officer, Middle East, Marriott International, said, “We look forward to our annual #PINKtober campaign and supporting the amazing work that Al Jalila Foundation does to advance breast cancer awareness, treatment, and research in partnership with ‘Brest Friends’. We want to encourage our guests and residents of the UAE to help raise awareness and precious funds for a cause that continues to impact so many lives.”

POWER PARTNERSHIPS

The not-for-profit healthcare organization, Al Jalila Foundation, has been front-running the breast cancer awareness cause in partnerships with several brands in a bid to support breast cancer patients and survivors. Speaking about the same, Dr. Abdulkareem Al Olama, Chief Executive Officer of Al Jalila Foundation remarked, “We are delighted by the enthusiasm we receive from our supporters and look forward to working with them to amplify our message and rally the community to join our mission to make a difference to the lives of people affected by breast cancer.”

In support of the month, Dubai restaurant Alici Dubai too will raise awareness and provide aid to local breast cancer research. For the whole month of October, Orange Hospitality’s restaurant will be offering a special Pink Menu, which features a variety of enticing creations with a pink twist.

Avon will be running a Breast Cancer Crusade which will continue one year long and will donate these proceeds towards the noble cause

Alici’s Pink Menu will be available from October 1st till October 31st, and a certain portion of the proceeds will go to Al Jalila Foundation’s breast cancer campaign.

To mark the campaign, Alici’s menu will be an exquisite pink affair that will include carpaccio di rape rosse (heritage beetroot carpaccio with mascarpone cheese and walnuts) and risotto ai gamberi di Mazara (risotto with Mazara prawns). On offer are also Alici’s delightfully unique dessert, gelato alla burrata (burrata ice cream). For a complete experience, Alici’s bar team has also crafted a refreshing pink mocktail, Al Jalila Flower.

On this initiative, Orange Hospitality owner Omar Saideh remarked, “We are honored to support the cause in raising awareness on the importance of early detection of breast cancer and investing in crucial breast cancer research. As a cause that is near to our hearts, a percentage of the proceeds from our Pink Menu at Alici will be donated to Al Jalila for the second consecutive year.”

ONE INITIATIVE AT A TIME

The Conrad Spa too has joined the cause by conceptualizing a treatment called the “Pink Aromatherapy Massage” at Conrad Spa where guests can experience a full-body Aromatherapy massage with balancing geranium, frankincense, and rose oil, with the hands and feet being treated with a warm, nourishing pink clay mask, and an indulgent triple rose exfoliation. The spa will be donating the proceeds collected towards the medical research and treatments of breast cancer patients in the UAE.

Speaking about the same, Todori Kalamaris, General Manager, Conrad, said, “We are thrilled to be a part of the PinkOctober campaign with the Al Jalila Foundation. Conrad Dubai is doing its part to support the cause and raise Breast Cancer Awareness among employees and guests. The pink ribbons and pink masks we are wearing are a simple but effective way to remind ourselves of the importance of early detection, as well as to support research and patient treatment. We launched a series of initiatives to raise funds for the foundation at our Conrad Spa and Isla lobby lounge, and we hope to see many people join the cause.”

Meanwhile, Avon will be running a Breast Cancer Crusade which will continue one year long. The brand will be promoting a Pink Cosmetic Brand with Crusade Ribbon Logo for AED 20 and will donate these proceeds towards the noble cause. These will be vital in helping needy individuals, cause foundations, clinics, and hospitals in the breast cancer awareness fight.

It is heartening to see companies across sectors contributing towards the cause, looking beyond profit and championing purpose and awareness. No better time to start this conversation!

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