WITHIN HER: Protect What’s Precious This Breast Cancer Awareness Month
Breast Cancer Awareness Month is an opportunity to think about something that can easily get pushed down the list: your breast health. This October, King’s College Hospital London in Dubai is encouraging women to make it a priority through “WITHIN HER: Protect What’s Precious,” alongside greater access to advanced breast screening and specialist care.
Through its Centre of Excellence in Breast Treatment, women have access to AI-supported mammography and multidisciplinary care from diagnosis through treatment and recovery.
What Is WITHIN HER: Protect What’s Precious?
WITHIN HER is built around the idea that every woman carries something precious within her: her health, her strength, her story and the life she continues to build.
The campaign uses the symbolism of a shell and pearl. The shell represents the woman, her strength and resilience, while the pearl represents her health, her life and all that is precious within. Through breast awareness, appropriate screening and early detection, the campaign encourages women to take action to protect what matters most.
Throughout October, WITHIN HER will bring that message to women across King’s College Hospital Dubai, its clinics and the wider community through screening initiatives, breast health education and community events.
Advanced Breast Care in One Coordinated Pathway
King’s College Hospital Dubai’s Centre of Excellence in Breast Treatment provides care across the breast health journey, from screening and advanced diagnostics to personalized treatment, surgery, reconstruction and follow-up.
Women have access to breast imaging, specialist assessment, surgery, oncology and reconstructive care within a coordinated clinical pathway. Diagnostic services include AI-supported mammography, breast ultrasound, breast MRI and image-guided breast biopsy, with AI technology providing an additional layer of analysis to support radiologists when reviewing mammograms.
For women diagnosed with breast cancer, a multidisciplinary team (MDT) brings together specialists in breast and oncoplastic surgery, breast radiology, oncology, and specialist nursing. Cases are reviewed collaboratively to develop an individualized treatment plan for each patient.
For those requiring surgery, specialist breast cancer surgery includes oncoplastic and reconstructive techniques where appropriate, allowing the team to consider both cancer treatment and the appearance of the breast. The Centre is led by Dr. Millicent Alache Bello, Director of the Breast Unit, SRC Accredited Master Surgeon in Breast Treatment and Consultant Oncoplastic Breast/General Surgeon.
Why Breast Awareness and Screening Matter
Breast cancer is one of the most common cancers affecting women worldwide. Approximately 1 in 8 women will develop the disease during their lifetime. Some women will have noticeable symptoms and changes, but others will develop breast cancer without realizing it. That’s what makes awareness and screening particularly important – you can identify the problem before it’s too late.
AI-Supported Mammography for AED 350 This October
As part of WITHIN HER, AI-supported mammography is available for AED 350 throughout October, giving women greater access to the advanced breast screening technology available at King’s College Hospital Dubai.
While AI does not replace the radiologist, the technology assists the specialist in reviewing and analyzing mammography images and providing an additional layer of information that can support the radiologist during assessment.
Make a Promise & Drop a Pearl
One of the campaign activities is “Make a Promise & Drop a Pearl,” an interactive activation inviting people to make a personal commitment to breast health.
Participants can promise to book a screening, encourage someone they care about to get screened or become more aware of their own breast health before dropping a pearl into the campaign display. As the display fills throughout October, each pearl represents another promise made to protect breast health.
Taking Breast Health into the Community
Breast health conversations should not only happen in a hospital or doctor’s office. That is why WITHIN HER is also reaching women in places where they exercise, socialize and spend time in their communities.
Breast cancer educational materials and mammography vouchers will be distributed through GymNation, including at one event and two Pilates classes. At In The PINK Pilates Studio, educational materials and the mammography offer will be available throughout October.
Join Us at Padel Edition on 24 October
King’s College Hospital Dubai is also partnering with Padel Edition for a dedicated Breast Cancer Awareness event on 24th October at 8am – 10am, inviting the community to come together for a morning of padel, breast health awareness and conversation. Members of the hospital’s Breast Unit will join the event, giving participants an opportunity to engage with the team and learn more about breast health, screening and early detection. Breast cancer educational materials and mammography vouchers will also be available.
Come along for a morning of padel while supporting Breast Cancer Awareness Month and learning more about protecting your breast health.
Register for the Padel Edition Breast Cancer Awareness event
Protect What’s Precious
Breast Cancer Awareness Month is a reminder, but looking after your breast health matters throughout the year. Whether it means becoming more aware of your breasts, speaking to a doctor about a change, booking an appropriate screening or encouraging someone you love to do the same, taking action starts with a simple decision to make your health a priority.
Throughout October, WITHIN HER carries one central message:
Know it. Care for it. Protect it.
To learn more about WITHIN HER, AI-supported mammography and breast health services at King’s College Hospital Dubai, visit https://kingscollegehospitaldubai.com/service/breast-health-clinic/
