Breast Cancer Awareness Month

So today is the 1st of October and the beginning of Singapore's Breast Cancer Awareness Month.

The main focus of this campaign is to encourage women to perform monthly breast examinations and to go for regular mammograms and  physical examinations. The main target group for the campaign are women aged 50 and above. Breast cancer is the most common cancer afflicting women in Singapore with about  1,400 women diagnosed each year, and about 320 dying from it.

Estée Lauder Companies Singapore have illuminated ION Orchard today (Friday) in support of Breast Cancer Awareness Month (Which is actuallly quite contradictory considering  Estée Lauder products already contain cancer causing chemicals) . This is part of a global initiative where over 200 landmarks from around the world will be illuminated in Pink for the month of October.

To some, cancer is a scary word and to others, it is not associated with the same fear or seriousness. Nevertheless, we have to be conscious not only for ourselves, but for our mothers, grandmothers, girlfriends, aunts, mother-in-laws and sisters.

So here is to being aware that the month of October is Breast Cancer Awareness Month.  This of course does not mean that we should be unaware during other months of the year : )

Oh and why is there so much Pink? Well that is because pink is the official colour for Breast Cancer Awareness, around the world.

I love the new ads that are out to promote Breast Cancer Awareness. I feel that a younger target group will be more accepting of it though. I wonder who their target audience is, I should go try and find out. Anyways, the only thing I would have changed in the add is "obsessed" to "concerned". Personal opinion, that is all, other than that, it's really creative! Really like it.