Pfizer’s ‘Take Action’ Campaign Highlights the Impact of Individual Action to Drive Global Impact in Fight against Breast Cancer

  • According to the Globocan 2018 study, breast cancer impacts 200,000 people across Africa and the Middle East

Dubai, United Arab Emirates, October 4, 2020:  On the occasion of Breast Cancer Awareness Month, Pfizer’s ‘Take Action’ month-long campaign has called on healthcare professionals, caregivers, communities, organizations, and media across Africa and the Middle East (AfME) to support patients in fighting the deadly disease that impacts over two million women annually[1] as per the World Health Organization (WHO) and more than 200,000 across Africa and Middle East region according to the Globocan 2018 Study.[2]

Early-stage breast cancer is where cancer cells are localized and do not spread to other organs, with a potential cure for patients with the option of surgery and adjuvant treatment protocols. On the other hand, metastatic breast cancer (MBC) or late-stage cancer is when cancer cells spread to other organs, with treatment guidelines and protocols aiming to control the disease progression to improve patients’ quality of life3.

Mohamed Okasha, Oncology Therapy Area Lead, Pfizer AfME, commented: “Breast cancer remains one of the most common forms of cancer, and in our region, there is an increasing number of cases diagnosed in later stages.4 Through increasing disease awareness efforts, regular self-examination, and participating in national screening programs, we can overturn this trend. Over the past few months, the war against COVID-19 has put tremendous pressure on healthcare systems, patients, and communities. It is our responsibility to come together and play our part in driving the impact of awareness and treatment programs.”

He added: “Several advancements over the last decade, such as improved diagnostics and newer treatment options for late-stage breast cancer, including those with different gene abnormalities, offer new hope for breast cancer patients and their families.”

The ‘Take Action” campaign focuses on a set of messages that provide a call to action for the community:

For healthcare professionals:
Each case is unique, especially for those fighting MBC. Healthcare providers and nurses can employ technologies per their respective approvals to have open conversations and support patients who might feel overwhelmed, powerless, and isolated during these challenging times.

For the general public:
‘Take Action’ to take early detection seriously and help friends and families by encouraging regular self-examination and conversations with their doctors.

Throughout October, these messages will feature across several campaign assets, programs, and activities held as part of the ‘Take Action’ campaign to help drive greater awareness around breast cancer in the region.

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About Pfizer: Breakthroughs That Change Patients’ Lives 
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[1] World Health Organization. Cancer. Breast Cancer. https://www.who.int/cancer/prevention/diagnosis-screening/breast-cancer/en/. Accessed August 27, 2019

[2] https://gco.iarc.fr/today/home

3 NCCN breast cancer guidelines Sep’2020

4 IQVIA breast cancer primary market research across Africa and Middle East, Nov’2018