23 Oct, 2022
In honor of Breast
Cancer Awareness Month, The Avenues launched their campaign "Becoming
Basma" to remind and encourage women to get periodically screened for early
detection and breast cancer prevention.
The event started on
October 10th and continued until October 15th in the Grand
Plaza district.
“Basma” symbolizes the
strong woman who faces her uncertainty with examination, challenges her fear
with treatment, and throughout, remains healthy from the inside out.
Basma represents women who
are currently fighting breast cancer, who periodically get checked, only to
stand in the face of cancer and bravely fight.
The campaign involved a
mannequin with a gown, where visitors were encouraged to participate by writing
heartfelt messages on pink ribbons bearing words of encouragement to patients
currently and bravely fighting Breast Cancer, survivors, and women in general
to raise awareness about the importance of early detection. As visitors stick
their pink ribbons on the gown, the mannequin eventually transforms into Basma.
The visitors’
response to “Becoming Basma” was the most overwhelming aspect of the campaign.
Women and men alike rushed to the popup to write their warm and sincere
messages of support, working together to turn Basma into a reality.
