Past event – Safe & Sound
19 October, 2015
Now in its 19th year, Safe & Sound is one of the largest and most comprehensive breast cancer campaigns in the Middle East. Featuring in-mall and external initiatives throughout October’s Breast Cancer Awareness month, the campaign focuses on empowering women and their families in the fight against breast cancer. Since its launch in 1997, Safe & Sound has championed a message of survival through early detection, reaching over 25 million people and raising over AED2.5 million for patient care and increased awareness of this devastating disease.
A key element of this year’s campaign is the introduction of the new Safe & Sound app. The app will replace the traditional Safe & Sound Walkathon and will be available to subscribers both in and outside the UAE, starting from October. Participants will be able to run and walk, tracking their progress at the same time. Participants are invited to donate money directly to Al Jalila Foundation and Brest Friends via the app’s built in payment gateway. Not just limited to individuals, users can walk or donate on behalf of an organisation, which allows corporations to support Safe & Sound as part of their CSR initiatives. If the total distance walked through the app reaches the 50,000km milestone in 2015, BurJuman has pledged to donate a further AED100,000 to the cause.