Supporting the pink crusade

Font Size

In most countries, pink is considered as a feminine color that evokes traditional gender roles. However, for the community of cancer victims, survivors and advocates, the color pink — more particularly the pink ribbon — has a deeper significance. It’s a strong symbol of breast cancer awareness and the fight to find a cure against it.

October is Breast Cancer Awareness Month, which is an annual worldwide campaign to spread information, mount activities, and raise funds for research on the disease. To support the cause, many companies and brands conduct educational campaigns or provide free or low-cost products and services throughout the month that benefit breast cancer foundations and health care institutions.

After lighting up famous landmarks in color pink last year, Avon Philippines has partnered with Color Manila Events, Inc. and Filinvest Alabang, Inc. in organizing the Pink Light Walk and Run 2019 tomorrow, Oct. 19. The event, to be held at the Filinvest City Events Grounds, will gather participants to run through a pink-lit circuit and get caked in pink powder. Proceeds of the event will go to the Philippine Cancer Society, a longtime partner of Avon in its decade-long crusade against breast cancer.

For its part, Marks & Spencer Philippines is offering a 15% discount on all styles of bra from Oct. 1 to 31 of this year. Shoppers can get 20% off from purchases made in the same category when they make a donation of P50 to the ICanServe Foundation, a nonprofit organization that advocates early breast cancer detection through high-impact information campaigns and community-based screening programs. Donations will be used to raise awareness on early breast cancer detection guidelines.

Considering the utmost importance of a good fitting bra for the overall breast health of every woman, Marks & Spencer has also been offering a Bra Fit service for free.  With the help of its BraFit experts, shoppers can find the perfect fit for their body that would give them maximum comfort and support, all day long.


Meanwhile, the Klean Kanteen Philippines is expressing its support for all women battling against breast cancer by introducing the newest Classic Insulated in Carnival Candy. Parts of the proceeds from this item will be donated also to the ICanServe Foundation. This bottle is available online and in stores at Certified Calm in Bonifacio Global City, The Podium and Power Plant Mall.

The Vamos Performance Apparel, on the other hand, is offering ICanServe t-shirts and caps, with the aim of helping promote awareness for breast cancer and donating all the proceeds to the organization.

Also in honor of the Breast Cancer Awareness Month, Bridgestone Philippines is bringing back its limited edition pink tire valve caps to help fight the spread of breast cancer. All of the proceeds of this advocacy will be donated to the Together We Save Lives Foundation for the benefit of breast cancer research.

The company also said in its Web site that it is partnering with the ICanServe Foundation to support the battle against breast cancer through raising awareness and funds for research. Moreover, both partners continue to support the education of people about breast cancer and the empowerment of women, affected or otherwise, in hopes of one day finding a cure to the said disease.

Last Sept. 28, ICanServe Foundation organized its fourth “Silver Linings” forum at the Philippine International Convention Center (PICC) in Pasay City. It is the largest gathering of breast cancer survivors in the country, featuring interactive and creatively delivered presentations on various topics to address the different needs of breast cancer patients, their family, friends, and medical support team.

ICanServe Foundation’s flagship project, “Ating Dibdibin” or the Take Your Breast Care to Heart, was launched in 2009 under the auspices of the American Cancer Society and with a grant from Pfizer. It is the country’s first community-based breast cancer screening program that teaches early breast cancer detection techniques so breast cancer is diagnosed at an early stage.

“Most breast cancers in the Philippines are discovered in the late stages. Most women postpone going to the doctor despite knowing they have suspicious breast lumps,” ICanServe Foundation said in its Web site.

The program aims to save lives by teaching early breast cancer detection techniques through free forums and screening sessions conducted by a medical team and cancer survivors. — Mark Louis F. Ferrolino