Around 10,000 women will be subjected to voluntary early screening for breast cancer in a first of its kind comprehensive campaign in the Kingdom. The campaign will be launched under the aegis of Princess Hessa Al-Shaalan, wife of Custodian of the Two Holy Mosques King Abdullah, at King Fahd Medical City (KFMC) at the end of this month. Highly influential women from various walks of Saudi society have stepped forward to support the campaign led by the Ministry of Health along with King Fahd Medical City, GE, Saudi Cancer Society and Susan G. Komen for the Cure. Covering the full spectrum of health-care practices for breast cancer management, the initiative focuses on timely diagnosis, advanced treatment, generating greater public awareness and promoting cutting edge research to reduce the incidence of breast cancer in the Kingdom. According to a recent report by the British Medical Journal, Lancet, women diagnosed with breast cancer in the Middle East are almost 10 years younger than those diagnosed in the Western countries, and most women diagnosed with breast cancer are in the advanced stage of the disease. There is also a belief that there’s a gradual increase in the number of breast cancer patients in the Kingdom underlining the importance of breast cancer screening. Karim Karti, president & CEO, GE Healthcare EAGM, the major collaborator in the campaign, said: “We are honored to partner with the Ministry of Health in this visionary initiative, launched under the patronage of Princess Hessa Al Shaalan.” He added: “Also we are thankful to the Ministry of Health for giving us the opportunity to extend our experience to develop an operating model for the Breast Cancer Screening Program in Riyadh.” The Breast Cancer Screening Program will roll out in four stages commencing with a concerted awareness campaign, followed by the opportunity for women to book appointments for breast cancer screening, the screening at mobile clinics deployed near primary care centers in Riyadh and timely after care support based on the diagnosis. Women can book appointments through a breast cancer screening call center (800-249-4444) set up by the MoH with GE offering advisory services. The call center will be operational from 7 a.m. to 3 p.m., and service attendants will schedule an appointment for the callers. Alternatively, appointments can be booked through the website: www.healthymagination.me/breastcancer. GE has trained executives at the center, which aims at encouraging more people to step forward, break the stigma associated with the disease and undertake early diagnosis. Once the appointment is booked, the person can visit the primary health care centers in Riyadh for checkup. The Ministry of Health and GE have deployed three mobile clinics featuring female radiographers and other support staff to undertake the screening process. These mobile clinics will operate near key primary care centers in some heavily populated neighborhoods in Riyadh and feature advanced equipment including digital mammography. They will be open from 8 a.m. to 4 p.m. The screening campaign is supported by KFMC, which features the latest technologies in diagnostics and screening. While KFMC will help in driving timely medical care for those diagnosed with breast cancer at the screening, the Saudi Breast Cancer Society and Susan G. Komen for the Cure will contribute to driving grass roots level awareness.