Under the guidance and leadership of His Highness Dr. Sheikh Dr Sultan bin Mohammed Al Qasimi, Member of the Supreme Council and Ruler of Sharjah, the University Hospital Sharjah (UHS) has launched an awareness campaign to educate women on breast cancer and the importance of early detection.

The campaign coincides with the month-long International Breast Cancer Awareness drive observed every year in October.

As part of the campaign, the UHS has set up a "Pink Corner" in the hospital ­ a place for education, reflection, and risk assessment ­ where free mammogram screenings are offered to both Emirati and expatriate women. Mammograms are recommended for women over the age of 40.

"Our commitment to corporate social responsibility is a core value that helps guide our daily and long-term strategies," said Abdullah Al Mahyan, Chairman of University Hospital Sharjah. "We aim, through this campaign, to spread awareness of breast cancer and show our support for this noble cause." Stressing the importance of early detection, Al Mahyan said, "Conducting regular mammography screenings, together with clinical breast examinations and monthly breast self-examinations, are the three techniques that provide the best means of protection against breast cancer. The campaign aims primarily to bring cancer awareness to the forefront of the community, to educate the public about cancer and to highlight the importance of early detection." He explained that as a woman ages, her chances of developing breast cancer increases, which means that mammograms are especially important for older women. Mammography is also particularly important because it can detect breast cancers too small to be felt by physical examination. Research has shown that routine mammography detects 40 percent of cancers not found by physical examination, thus reducing the death rate from breast cancer by 30 percent.

The UHS breast cancer treatment centre has been developed in collaboration with Gustave Roussy, a leading cancer research institute and health centre dedicated to oncology in Europe.