ISLAMABAD, OCT 8 (DNA) -Calling attention to the alarming rate of breast cancer in Pakistan, was on top of Hashoo Group’s Corporate Social Responsibility campaigns, in collaboration with Shaukat Khanum Memorial Hospital and Cancer Research Centre this October.

One in every 9 Pakistani women develops breast cancer at some stage of her life, with thousands of reported deaths, which could have been prevented with early detection.

Hashoo Group, which owns and operates the Pearl-Continental Hotels, Marriott Hotels and the select-service Hotel One brand in Pakistan,  joined the Cancer Hospital’s Pink Butterfly campaign involving both employees as well as thousands of guests during the entire month.

This was the third year the awareness campaign educating on early detection of the cancer for saving lives was taken up by Hashoo Group. Increasing engagement and interaction was witnessed this year as compared to the previous years, which proves that such campaigns are breaking the cultural taboo which is one of the leading factors of the high mortality rate.

Guests were provided brochures and pamphlets with information on early detection of breast cancer. Making use of the laundry service, the information material was returned with every piece of women’s clothing. The hotel facades were also lit up in pink, and a Pink Hi-Tea was another way the information was shared.

The awareness session on early detection of the cancer was conducted by a qualified oncologist from Shaukat Khanum Memorial Hospital and Cancer Research Center. Following the awareness session in Pearl-Continental Hotel Rawalpindi, similar sessions will be held in the Pearl-Continental Hotels in Peshawar, Karachi and Lahore during October.