ABU DHABI // Abu Dhabi Media, which owns The National, yesterday launched its breast cancer awareness initiative, Pink Walk for early detection.

The walk will take place on October 25, at 6.30pm, at Zayed Sport City. Other activities will be on offer for children and adults alike. People will also have the opportunity to donate to Emirates Red Crescent via text. Donations will go towards breast cancer patients.

“Abu Dhabi Media is committed to raise awareness on key issues that directly impact our community,” said Hend Al Otaiba, the Director of Strategic Communications for ADM. “Our brands across broadcast, publishing and digital are working to help inform the public about breast cancer risks and the importance of its early detection,” she said.

Last year only 16 per cent of cases in Abu Dhabi were diagnosed at a late stage compared with 64 per cent in 2007. Breast-cancer deaths among Emiratis have also fallen by 55 per cent over the past five years. But, regardless of the improvements being made, it remains the most common form of cancer in Abu Dhabi.

The walk, which takes place during Breast Cancer Awareness Month, also hopes to inform people about the importance of regular check-ups.

“The ‘Abu Dhabi Media Pink Walk’ is set to deliver an important and inspirational message of hope and we look forward to have our public join us in supporting this cause,” added Ms Al Otaiba.

To make a text donation, please text ‘50’ to 6885, or ‘100’ to 4611.

newsdesk@thenational.ae