For the first time ever, integrated marketing communications agency JP Advertising, together with Europa Donna Malta Breast Care Support Group and the Action for Breast Cancer Foundation, have rolled out Pink October, a breast cancer awareness campaign that will run throughout October.

Using a variety of media tools, including television and newspaper advertising and social media, the campaign promotes key messages about the importance of getting screened for breast cancer before it’s too late.

The campaign is supported by TVM and a number of media partners and private enterprises.

Throughout the campaign, JP Advertising will also be partnering up with a number of Maltese personalities to encourage people to get screened for breast cancer, as well as donate to the good cause at www.pinkoctober.support.

All proceeds will go to the Europa Donna Malta Breast Care Support Group and the Action for Breast Cancer Foundation.

This awareness campaign will reach its peak on October 25 during a fundraising event taking place at the Cavalieri Hotel, St Julian’s, where JPA, together with the hotel’s management, will be creating a pink and stylish atmosphere in keeping with the theme. Entertainment will be provided by Ira Losco and a line-up of other personalities.

JPA directors Chris Bianco and Adrian Fabri said: “Following last year’s Movember campaign, we wanted to create something engaging and educational while at the same time promoting a health issue. In fact, Pink October aims to educate the public about breast cancer and to encourage women and men to get screened.”

Throughout the coming weeks, through JPA’s media partners and social media efforts, the agency will also be passing on a variety of health messages and a number of surprises throughout the duration of the campaign.

Breast cancer is one of the most common types of cancer among women worldwide, with one in eight women developing this disease in their lifetime.

Nevertheless, if detected in its early stages, there is over a 90 per cent chance that breast cancer is successfully treated, and thus save precious lives.

People wishing to contribute can SMS 5061 7912 (€4.66) or 50619291 (€11.65).