Emirates NBD launches awareness campaign about male breast cancer
Posted on 2021 Nov,07

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Emirates NBD public interest film “Breast Cancer Doesn’t Care” underlines that it is a disease that knows no gender

Emirates NBD, the banking group in the Middle East, North Africa and Turkey (MENAT) region, has released a video campaign to create awareness about an unexpected topic: male breast cancer.

Launched to mark Male Breast Cancer Awareness Week, which takes place in the third week of October, the campaign brings to light a little-known truth – that even men can get breast cancer. It attempts to educate the public about breast cancer in men, emphasising that it is a disease that knows no gender. While it is rare, as per www.breastcancer.org, nearly 1% of all the breast cancer cases in the world occur in men.

The campaign was launched with a simple yet incisive film that showcased quick cuts between portrait shots of multiple women wearing a pink gown before finally slowing down and stopping on a man. The final message says, “Breast cancer knows no gender” and urges men and women to get checked if they notice the warning signs of breast cancer.

Commenting on the video, Moadh Bukhash, Chief Marketing Officer at Emirates NBD said, “As a socially responsible bank, Emirates NBD has always supported and contributed to community and healthcare initiatives. We are passionate about this cause, and hope that though our video campaign, we can make a difference by raising awareness among males and females about the disease and its early detection. Through our campaign we aim to make male breast cancer a part of public conversation, which is treated with seriousness, rather than an issue people shy away from.” 

The video has received an overwhelming response since its release on Emirates NBD’s social platforms. In just three weeks the video has received 284K views, 730.3K impressions, a reach of 413K and a total engagement of 75K across social media platforms (Facebook, Instagram, Twitter, LinkedIn and YouTube).