Breast Cancer Month

October is universally recognised as Breast Cancer Awareness Month. At The Duke we believe that raising awareness on Breast Cancer is paramount as not only does it increase national awareness but urges the women go for a checkup.

October is universally recognised as Breast Cancer Awareness Month. At The Duke we believe that raising awareness on Breast Cancer is of paramount importance as not only does it increase national awareness but urges the women to fix a checkup appointment. Indeed, the slogan we adopted for this campaign was: When was the last time you got checked? The question in itself is a direct call for action.

The campaign at The Duke unfolded in two – the online campaign which enhanced the ongoing campaign for the month of October at The Duke Shopping Mall and the Health Awareness Day Activity.

The ongoing campaign which was reinforced both online and offline was spread throughout the whole month of October. At The Duke each store had its own jar where customers could freely donate money which went to Europa Donna. Also, mirrors with a bra sticker were placed on the Ground Level and at Level -1 in the restrooms. These mirrors served as ‘selfie’ mirrors were the customer could stand in front of the mirror, ‘wear’ the bra, and take a photo. These mirrors served as a constant reminder to the customers, especially the frequent ones.

The Health Awareness Day Activity, which was held on the 8^th October was in itself a success. A bake sale in aid of Europa Donna was held at The Duke together with distribution of leaflets for increasing awareness.

Wholeheartedly we thank each and everyone who contributed to this campaign!