Breast Cancer Awareness Month and Social Responsibility
Hi Y'all!
How are we doing this month?
As you may know, October is Breast Cancer Awareness Month, a global campaign dedicated to raising awareness about the disease and fundraising for patients and research. This initiative brings together the medical field, governments, civil society, and private companies. We often refer to this time as "Pink October" (or "Octobre Rose" in French). The iconic pink ribbon, which has become the symbol of this movement, was introduced by Self magazine in 1992, emphasizing the importance of breast cancer awareness. Since then, pink has been the colour that represents this vital cause. Though the movement began in the U.S. in the 1980s, it has gained traction worldwide, including here in Senegal, where we also raise awareness in vibrant and impactful ways.
For those unfamiliar with breast cancer, it’s a disease where abnormal breast cells grow uncontrollably, forming tumours that can spread to other parts of the body if untreated, leading to life-threatening complications. Treatment options range from medication to radiation therapy and surgery to remove tumours. While anyone can develop breast cancer, certain factors increase the risk, including age, obesity, excessive alcohol or tobacco use, and family history. Yes, men can also get breast cancer, though it’s far more common in women.
Globally, the statistics are frightening. According to the World Health Organization, 2.3 million women were diagnosed with breast cancer in 2022, with 670,000 deaths. Here in Senegal, we see about 1,800 cases annually, though it can be challenging to obtain precise data.
Treatment for cancer is not only long but also costly, making early detection crucial. We encourage women to regularly check their breasts for any unusual lumps or changes and seek medical advice if they notice something concerning. Cancer screenings like mammograms are essential, especially for women with a family history of the disease.
In Senegal, breast cancer awareness is beginning to gain momentum, thanks largely to the incredible work of LISCA, the Senegalese League Against Cancer. This non-profit organization not only raises awareness about cancer but also offers support to patients battling the disease. October is a particularly busy time for them, as they organize activities and fundraisers across the country. One of their key initiatives includes organizing city-wide walks and cancer screening caravans in partnership with private companies.
In recent years, the creative community—fashion designers, makeup artists, and others—have joined forces to support LISCA through various fundraising events. Last year, I shared with you an event I attended, and the previous year, I was invited to another special gathering hosted by a Senegalese fashion designer whose mother had passed away from cancer. Her dedication to the cause is truly inspiring. This year, she organized a fair at a local hotel, alongside other vendors. Many creatives have also pledged to donate a portion of their sales this month to LISCA or directly to cancer patients in their communities. I know of makeup artists who offer makeovers to cancer patients, just to lift their spirits—such a simple yet powerful gesture.
These efforts deserve to be encouraged and celebrated. As far as I know, LISCA is the only organization in Senegal working tirelessly to help cancer patients. However, they constantly face funding challenges. While the government does provide some support, including annual funding and discounted cancer screenings during the month of October, it's often not enough. The reality is that cancer treatment is incredibly expensive and can place an enormous emotional and financial burden on patients and their families. Every bit of help is needed.
Personally, I feel deeply for the struggle that cancer patients endure, and I want to contribute. Donating to LISCA and raising awareness are two meaningful ways to get involved. Participating in fundraising events or fairs is another. After all, who doesn’t love shopping for a good cause? It might seem like a small thing, but if it helps, why not?
The issue I have is that too often, it feels like many businesses use causes like this to boost their popularity or attract new customers. This year, I’ve seen more ads and posts about the cause than ever before. Some of them even came across as disingenuous, with cringey, mixed messages that felt more like marketing ploys than genuine support. Associating your brand with a cause can definitely enhance your image, but let’s be real—customers aren’t naive. They can see through the glitter and the hype, and they know when a company’s commitment is just for show. It’s pretty easy to spot the difference between a business that truly cares about a cause and one that’s jumping on the bandwagon. So, to those companies joining the fight, I say this: be thoughtful. If you want to be taken seriously, you need to fully commit—not just for the headlines, but for real impact.
That being said, I believe it’s important that we don’t focus all our efforts on October alone. Cancer is a year-round battle, and so should our fundraising and awareness efforts. Supporting organizations like LISCA or finding other ways to contribute shouldn’t be limited to one month—patients need help every day of the year.
I strongly encourage you to perform regular breast exams, whether at home, with your doctor, or through a mammogram. Early detection truly can save lives. Beyond that, maintaining a healthy lifestyle—eating well, exercising regularly, and reducing stress—is essential. While all cancers are dangerous and, unfortunately, we haven’t yet found a cure, prevention and early action can make a big difference.
Let's continue this conversation and our efforts beyond Pink October. Together, we can make a year-round impact.
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