For the fifth year in a row, Union Coop and Dubai Health Authority, DHA, have launched their signature breast awareness campaign, entitled, "Dubai Pink Ride".

The annual show of solidarity with breast cancer patients via a bicycle and motorcycle procession was organised last Friday in cooperation with Dubai Police Headquarters, Dubai Sports Council, Dubai Municipality, the National Volunteer Programme for Emergency Response, and the Roads and Transport Authority.

Coinciding with Dubai Fitness Challenge, this year’s edition of the ride saw a remarkable turnout, with 2,000 participants compared to 1,200 last year. This turnaround reflects the new spirit Dubai is experiencing with the Dubai Fitness Challenge launched by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, and Chairman of the Executive Council.

Suhail Al Bastaki, Director of the Happiness and Marketing Department at Union Coop, said, "Dubai Pink Ride seeks to raise awareness of breast cancer and public health in general. It highlights the importance of screening for early detection of the disease, which improves prognoses and mitigates the personal and social impact of the disease." Al Bastaki added that for the fifth year in a row, Union Coop is collaborating with DHA to organise the event, reflecting its commitment to public and individual health and to building a healthy and safe environment and spreading knowledge and awareness among members of society.

"Union Coop provided logistic support for participants, and launched a competition on its social media channels to draw attention to the competition and encourage participation. The Coop distributed purchase coupons as rewards for winners in the contest for best decoration of bicycles participating in the event, the best participating family, best participating child, and best participating couple, in addition to giving purchase coupons as rewards for the best promoters for the event on social networking sites," Al Bastaki added.

Salim Mohammed bin Lahej, Director of Humanitarian and Social Services at the DHA, said that such awareness activities help in highlighting the importance of screening and early detection for both woman and men, and encourages both sexes to take these tests and overcome the taboos associated with breast cancer."

"The ride was open for participation for all age groups and genders, and it targeted the widest possible social segment," he concluded.