KARACHI: Statistically Pakistan as a nation has the highest incidence of breast cancer in Asia; every ninth women is at the risk of harbouring this disease. In order to further the cause of fighting breast cancer the Pink Ribbon Foundation has joined hands with Gul Ahmed and is taking several noteworthy initiatives to generate awareness. Activities centred on breast cancer awareness and fundraising for building Pakistan’s first dedicated breast cancer hospital are being carried out throughout October which is deemed as the global month of breast cancer awareness and is referred to as Pinktober. Being a woman centric brand for the masses, Gul Ahmed feels deeply concerned regarding the well-being of Pakistani women. Ensuring that all the chemicals and dyes used in the production of its fabrics are of the highest quality, non-carcinogenic and in no way harmful for the consumers. For this purpose Gul Ahmed has also encouraged various players of the business and fashion community to lend their support to the cause of Pink Ribbon Pakistan as well. Pink Ribbon Pakistan Chief Executive Omer Aftab thanked all the campaign partners and said, “We aim to create widespread awareness for breast cancer and urge policy makers to prioritise the issue. Breast cancer claims 0ver 40,000 lives every year, yet the disease is considered a taboo. For the provision of proper medical facilities for this disease Pink Ribbon is building Pakistan’s first breast cancer hospital, so that none of us will have to bear the horror of losing a mother, sister, wife or daughter.” Pink illumination of monumental buildings, public spaces and malls are being carried out in Karachi and Islamabad including venues such as Mazar-e-Quaid, Centaurus Mall and Centre Point. Exciting cycling events and pink ribbon formations at fitness clubs are also part of the campaign. October is the global Breast Cancer Awareness month; campaigns are organised worldwide too annually to increase awareness of the disease. While most people are aware of the disease they still fail to take the pre-emptive measures required for early prognosis of the disease. Breast cancer is curable so unite to spread awareness and encourage others to do the same. The Mazar-e-Quaid would be illuminated pink today (Saturday), in solidarity with breast cancer patients and survivors. Umer Aftab said on Friday. He said that his organisation marks `Pinktober’ campaign in October every year to help foster breast cancer awareness and research. Umer further pointed out that about 9.8 million women in Pakistan are “at risk of breast cancer”. He was of the view that in case of early detection of the disease the chances of survival are more than 90 percent. Umer stated that the Pink Ribbon campaign has been started in the country in the year 2004 and since then there has been 30 percent increase in the turnout of the patients. He said that awareness drives have also been initiated in the academic institutions also.