Emirates cabin crew to wear the Pink Ribbon Of Hope

Cabin crew on Emirates’ worldwide flights are being urged to wear pink ribbons starting from tomorrow (Oct 1) -- in support of the worldwide Breast Cancer Awareness Month, an international campaign to raise awareness of ways to beat the disease.

And this week, Dr Alasdair Beatton, Head of Medical Services at Emirates, the Dubai-based airline which serves 62 cities in 44 countries, echoed the call for women all over the world to work on improving survival rates for women with breast cancer.

Dr Beatton said: “Every woman needs to be aware that Breast Cancer IS beatable, and one of the best ways is to be aware. Regular self-examination is simple. It takes only a few moments and any doctor or nurse will demonstrate how easy it is.

“Early detection of ‘abnormalities’ and reporting them to a doctor for further advice has been shown dramatically to improve survival rates. It is never a waste of time -- quite the opposite, it is instead a waste of a most precious life not to do it,” Dr Beatton said.

During October, Dubai’s landmark Burj Al Arab, New York’s Empire State Building and other famous world landmarks will all turn pink, focusing public attention on the urgent need for knowledge and research to combat breast cancer.

Also bathed in pink light will be Pisa’s Leaning Tower, Moscow’s GUM department store, Niagara Falls, Capetown’s Table Mountain, Vienna City Hall, Munich’s Angel of Peace, the Tokyo Tower and many more.

On 1st October, The New York Times, normally delivered in blue plastic bags, arrives in pink ones instead. In London, actress and Estée Lauder spokesmodel Elizabeth Hurley will light up Harrod’s in pink, sparking similar ceremonies worldwide.

The campaign, inspired by Evelyn Lauder, Breast Cancer Research Foundation founder, aims to make women aware that with early detection, it is 85 to 90-per cent curable.

She said: “We must continue to spread knowledge to women and their loved ones. By working together and spreading information, we reduce fear and increase knowledge, so increasing survival.”

The not-for-profit Foundation has helped to raise $40 million to fund research in the nine years since it was founded. For information, visit www.bcrfcure.org