The Pink Unity project, which aimed to achieve 6,600 breast cancer screenings in a month, was initiated by the National Cancer Society of Malaysia (NCSM) to strategically tackle the multifaceted challenges associated with breast cancer.
The mission unfolded in five key phases, transitioning from preparation to a month-long screening showdown and culminating in a promotion phase to disseminate outcomes and influence national policies.
In the initial ‘Prepare for Action’ phase spanning three months, the project assembled a team of experts, conduct training for screening personnel, and establish robust communication channels.
Notably, partnerships with key entities such as Etiqa, PERKESO, Estee Lauder, and Duopharma played a pivotal role in ensuring the success of this preparatory phase.
These collaborations contributed to the acquisition of essential resources, including mammograms and ultrasound scans, thus facilitating efficient reporting and subsequent screening processes.
The ‘Screening Showdown’ phase, spanning one month, unfolded across 40 general practitioner (GP) clinics and 14 private hospitals nationwide.
Utilising screening methods such as Clinical Breast Examination (CBE), mammograms, and breast ultrasounds, the project collaborated seamlessly with clinics, hospitals, and women’s groups to comprehensively screen women throughout Malaysia.
Following the screening activities, the ‘Month-End Party’ phase served as a platform to promote the project’s outcomes through print and digital media.
The involvement of VIPs and key figures added significant momentum to the campaign. The closing ceremony on November 5, 2023, at KL Sentral further emphasised the collective effort in addressing breast cancer.
The subsequent ‘Shout Out’ phase, spanning three months, involved the collection and dissemination of screening phase outcomes on social media. Partnerships with Etiqa, PERKESO, Estee Lauder and Duopharma continued to be instrumental in sharing statistics and the campaign’s impact, fostering public awareness and support.
Surpassing its goal by screening 6,772 individuals within a month, the Pink Unity project secured a place in the Malaysian Book of Records, marking a national record for the most number of cancer screenings conducted in a single campaign.
The Pink Unity project stands as a testament to the power of collaboration and strategic partnerships with NCSM and its partners, Malaysian Medical Association, College of Radiology, Ministry of Health and other entitles paving the way for success in addressing breast cancer.
This collective effort reinforces the commitment to early detection, education, and support, ultimately contributing to a healthier and brighter future for all Malaysians.
Dr Ruthresh Rao Subramanyan is the Health Promotion Lead, Medical Officer Community and Public Health at National Cancer Society Malaysia (NCSM).Â
- This is the personal opinion of the writer or publication and does not necessarily represent the views of CodeBlue.
