As part of its “Check What Really Matters” campaign, the Abu Dhabi Public Health Centre (ADPHC) recently hosted a transformative panel discussion titled “Breast Cancer: Behavioural Change and Innovation for Healthier Communities.” Marking Breast Cancer Awareness Month, the event brought together a distinguished group of public health, oncology, and breast health experts to address the evolution of prevention, detection, and care in the UAE.
At **Business Promotion24**, we recognize the power of strategic health initiatives in driving societal progress. The latest data from ADPHC reveals a staggering 377.5% increase in breast cancer screenings in October 2025 compared to the same period in 2024. This surge reflects the profound impact of the “Check What Really Matters” campaign in encouraging women to prioritize early detection.
### Turning Awareness into Action
Dr. Rashed Al Suwaidi, Director General of ADPHC, emphasized that the priority is to make preventive screening a sustained lifestyle choice. “The increase shows what happens when awareness turns into action,” he stated. The center is focused on identifying and removing barriers—such as fear and misconceptions—that prevent women from seeking care.
The first panel of the event delved into the psychological aspects of screening. Dr. Mouza Al Ameri, a Consultant Breast Surgeon, highlighted that “courage is the first step.” She reminded women that screening is simply an appointment, not something to fear. Dr. Alaa Al Nuaimi, Consultant Psychiatrist, added that “psychological safety and human connection” are essential in helping women navigate the journey from diagnosis to recovery.
### Innovation and Personalized Care
The second panel, “Innovation for Healthier Communities: From Prevention to Personalized Care,” explored the cutting-edge technologies reshaping the medical landscape. Experts discussed how genetics, genomics, and molecular profiling are allowing for “personalized oncology.”
Dr. Durra Al Balooshi noted that while scientific progress is vital, its ultimate goal is to improve health outcomes by making screening more accessible. Dr. Dima Abdul Jabbar and Dr. Manuelita Mazza highlighted how multidisciplinary teams—including surgeons, pathologists, and genetic specialists—are now tailoring treatment plans to the specific genetic makeup of a patient’s tumor, often avoiding unnecessary chemotherapy.
### Reaching the Community Where They Are
The ADPHC campaign is not confined to hospitals. To reach women in their everyday lives, activities are being held at:
* **Shopping Malls:** Mirrors in fitting rooms and restrooms feature reminders to “Check What Really Matters.”
* **Beauty Salons:** Turning self-care moments into opportunities for health awareness.
* **Coffee Shops:** Awareness sessions led by female doctors.
* **Sports Events:** Collaborations with TrainYAS to promote wellbeing through movement.
Furthermore, ADPHC is providing free mammogram screenings at various locations throughout October. By addressing the psychological barriers and leveraging medical innovation, Abu Dhabi is setting a global standard for breast cancer prevention.
For more updates on health innovations and community impact, stay tuned to **Business Promotion24**, where we celebrate initiatives that build a healthier, more informed future.
