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Seef Mall has joined hands with Think Pink Bahrain in an effort to raise understanding of the disease and add a new dimension to the awareness drive.
A 'Seef Think Pink Zone' has been set up in the newly-built west wing of the mall to highlight Think Pink's 'icheck' campaign and conduct various activities surrounding the awareness drive.
Think Pink's ambassador and Bahraini race ace Hamad Al Fardan is also involved in the campaign to promote the message of early detection and the importance of monthly self breast examination.
He said: "I urge all women of Bahrain to conduct routine examinations. It is very encouraging to see organisations within Bahrain such as Seef Mall taking more of an initiative than ever before towards breast cancer awareness. I am looking forward to being at Seef's Think Pink Zone to promote our unified message to the public."
Hamad's Formula 3 race car is on display near the zone to attract a greater number of mall visitors towards the designated lounge area where computers and other communication devices will be available to provide information and access to Think Pink Bahrain's website. Trained professionals will also be at hand to discuss the cause and distribute information to visitors at the lounge and seating area.
Fawaz Matar, CEO of Seef Mall said: "We are delighted to participate in the International Breast Cancer Awareness Month and plan on making this the first in a long line of annual events. Support from the public will make a real difference and we hope to open the mindset of the people in this region to appreciate the significance of awareness and openly discussing breast cancer."
Seef Mall is also holding a raffle draw to encourage mall visitors to donate BD1 in exchange for a raffle ticket offering a selection of prizes. All funds will be directed to Think Pink Bahrain to help purchase a digital Magnetic Resonance Imaging (MRI) machine for Salmaniya Medical Complex.
Hamad Al Fardan's fashionable 'Race against Cancer' caps can also be bought from Seef Mall with proceeds going to Think Pink.
Think Pink is a non-profit organisation that was founded by Jules Sprakel in 2004 and has since grown in stature to become a nationwide breast cancer awareness charity.
She said: "Our 2009-2010 goals are very clear cut. We intend to break the stigma and barriers that exist around breast cancer through our 'icheck' campaign, which focuses on the importance your own hands play in self examination and early detection.
"We are also raising funds that will go towards the purchase of a digital MRI machine for Salmaniya Medical Hospital and wish to also continue our scholarship programme for Bahraini nurses to earn their masters degree in oncology."
