LAHORE: The Shaukat Khanum Memorial Cancer Hospital and Research Centre (SKMCH&RC) is once again launching its month-long breast awareness campaign from today (Saturday). The SKMCH&RC carries out the breast cancer awareness campaign during the month of October every year to raise awareness about breast cancer and the importance of its early detection. Breast cancer is the most common cancer in women all around the world, and one out of nine women suffers from this type of cancer. In Pakistan, 43.7% of all breast cancers are accounted for 40,000 deaths per year. However, early detection and improved treatments is recommended the only way that can reduce the number of mortalities by 90%. A wide number of activities, events and awareness sessions at female colleges, universities and corporate sector organisations will be organised during the month-long campaign. Famous showbiz celebrities such as Mahira Khan, Ayesha Khan, Maya Aliand and Sana Mir, captain of Pakistan Women Cricket Team, will take part in the activity as campaign ambassadors. They will visit different colleges and universities to raise awareness about breast cancer and the importance of its early detection. This year’s campaign will be a step ahead, as the SKMCH&RC’s mobile mammography unit will also visit colleges and universities to perform free mammography screening of women. Several companies including Pond’s, Allied Bank Limited, FPL, National Foods, Muslim Commercial Bank and Telenor are collaborating with the SKMCH&RC in this noble cause as part of their corporate social responsibility.