UAE: Citi Joins Pink Caravan to Stand Up to Breast Cancer #TPCUAE

In Dubai, Citi recently organized a campaign, in collaboration with Pink Caravan, the breast cancer awareness initiative of Friends of Cancer Patients charity, for raising breast cancer awareness among employees and clients in the UAE.

Citi Middle East CEO Atiq Ur Rehman presenting the Citi donation to Pink Caravan's Dr. Sawsan Abdul Salam Al Madhi.

Citi volunteers created the “Stand Up to Breast Cancer Campaign” to motivate women of all ages to learn more about the causes of breast cancer as well as the treatment options currently available. It also emphasized the importance of early detection through regular check-ups.

A team of doctors, courtesy of the Pink Caravan, ran an educational workshop on breast cancer prevention along with a complementary clinical examination. Reaching out to more than 1,000 employees and clients, the Pink Caravan’s workshop conducted discussions with more than 500 individuals who sought information on early detection.

For the past two years, the Pink Caravan has covered hundreds of kilometers, visiting far-reaching corners of the UAE. It consists of a mobile medical unit with a staff of specialists, accompanied by riders on horses decked in pink saddle cloths and pink bridles. It has been a huge success and is set to carry on for two more  years at least.

Dr. Sawsan Abdul Salam Al Madhi, Friends of Cancer Patients’ Secretary General, said, “Unfortunately we have no vaccination or miracle pill for breast cancer. One in eight women will develop breast cancer in their lifetime, and this is a fact we all have to deal with. On the other hand, an early diagnosis and quick treatment shows a very high recovery rate.”

Some of the Citi UAE volunteers who made the Pink Caravan campaign a success. Center: Atiq Ur Rehman and to his left, CTS Analyst Muhammad Ibrahim who initiated the campaign at Citi UAE.

The Citi team sponsored a fundraising initiative within the bank with the motto, “Paint UAE Pink.” Pink ribbon pins, the symbol for breast cancer awareness, were sported by all employees and colleagues bought pink ribbon cupcakes. The proceeds of AED 20,000 (US$5,500) went to cancer charities.  

Atiq Ur Rehman, Citi’s CEO for the Middle East division, said, “This is a fantastic community engagement where Citi employees have demonstrated genuine commitment to a worthy cause. It falls within our stated role as an embedded and responsible corporate citizen." 

"I would like to thank Citi for facilitating this campaign and for helping to raise awareness among its employees on the importance of early detection and regular screening," said H.E Ameera BinKaram, President and founding member of Friends of Cancer Patients. “We hope that more corporations will follow suit and conduct more workshops, thereby increasing public awareness and raising much-needed funding."

Muhammad Ibrahim, the Citi Transactions Services analyst who initiated the Cancer Awareness workshop, said, “I'm happy to have been associated with this noble cause. The team has been very receptive, judging by the donations collected in a short period and we appreciate the commitment and support of senior management.”