Taylor Scott International News
Pink Taxi drivers turn cancer educators Amanda Fisher / 14 October 2013 Campaign as part of International Breast Cancer Awareness Month is a collaboration between breast cancer awareness initiative Pink Caravan, Dubai Taxis and advertising agency JWT. Any woman who rides in a Dubai Pink Taxi this month will find a lump during the journey, though thankfully, one that is easily removed with the click of a seatbelt. Taxi drivers have taken on a new role as cancer educator in the novel campaign as part of International Breast Cancer Awareness Month, which the UAE’s Friends of Cancer Patients (FoCP) charitable society says has been the most active month in their history. The campaign, a first of its kind, which is a collaboration between FoCPs’ breast cancer awareness initiative Pink Caravan, Dubai Taxis and advertising agency JWT, which dreamed up the concept, will educate women riding in Dubai’s ladies-only Pink Taxis. FoCP secretary general Dr Sawsan Al Madhi said the ride starts with drivers instructing their passengers to put seatbelts on, at which point the women would feel a ‘lump’ attached to their seatbelt on their chests. On the embedded ball is a message which reads: “Breast cancer is not always this easy to find. Feel for the signs. Early detection is your protection”. Dr Al Madhi said such innovative campaigns in the fight against breast cancer consider the “very real possibility” of developing breast cancer. “The lady feels the lump, then the dialogue starts and she’s handed a leaflet with more information. Even the driver is more of an educator in that role.” Drivers have been trained to explain the importance of early detection of breast cancer to passengers, while the leaflets contain details on how to conduct self-examinations and when to begin getting mammograms. Dr Al Madhi said the concept was piloted in one taxi in April, and the success led to the roll out in all taxis this month. “Hopefully it’s going to be a positive campaign and if all the parties are happy with it … why shouldn’t it be something we could carry on with, and even in more than just Pink Taxis, but normal taxis…. I think the right question is ‘How big do we want it to be?’,” Dr Al Madhi said. She hoped the campaign would spark discussions among women that would eventually saves lives — both here and abroad. – amanda@khaleejtimes.com Taylor Scott International
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