Pink tram will promote awareness of breast cancer

PUBLISHED : Wednesday, 01 October, 2003, 12:00am
UPDATED : Wednesday, 01 October, 2003, 12:00am

Women should be more aware of the risks posed by breast cancer, and should make that awareness part of their routine.

This is the message of 'Lipstick Dialogue', a month-long women's health campaign that begins today.

The campaign is jointly organised by the Adventist Hospital, Hong Kong's AmMed Cancer Centre and US-based cosmetic giant Estee Lauder.

The campaign aims to make the act of putting on lipstick serve as a reminder to women that they should have regular health checks and that they should be more aware of their health.

'Women should carry out a self-examination every month and they should receive mammograms every year from the age of 20,' said Kevin Loh, chief executive officer of the AmMed Cancer Centre. Dr Loh is also a cancer specialist.

Estee Lauder has been running breast cancer month since 1992. Each year, a prominent city is selected for the launch with a different awareness-raising theme. This year is the first time Hong Kong has been chosen.

Throughout October, a tram painted pink will run along Hong Kong island to send out the anti-cancer message to women. Organisers explained that trams were a major symbol of Hong Kong and would attract public attention.

The cosmetics company previously launched cancer campaigns at Niagara Falls in Canada, the Empire State Building in New York and the Tokyo Tower in Tokyo, using lights to turn them pink.

According to the Adventist Hospital, breast cancer is the third most common cause of death among female cancer patients in Hong Kong, following lung and colon cancers. One in every 23 women develops breast cancer in their lifetime. There are more than 1,900 new cases every year and the trend is on the rise.