October has begun, and along with it, a very important cause also arrives: the Pink October, international movement to raise awareness about breast cancer prevention. With this in mind, the Chemotherapy and Beauty Institute (IQeB) promotesPink Cycling and Walking for seven years, an event that encourages the practice of physical activities, one of the most important healthy habits in preventing this and other types of cancer, as well as other diseases. This year, the event takes place next Sunday (8), with a total distance of 5.5 km on the Avenida Paulista cycle path, in So Paulo (SP).
A Pink Cycling and Walking of IQeB emerged from a routine action. Flvia Flores, founder of IQeB, and Deborah Duarte, president of the Institute, always walked or cycled on the famous avenue on Sundays, and so they thought of organizing an activity for IQeB in which they could invite people to participate.
With the Institute project, we decided to do some activity and invite people to participate with us. So the first ride, we had the t-shirts made, the bagswe put it in the building’s grocery cart and went to the corner of Paulista, says Deborah.
With some people already invited, they received a lot of support from store owners. At first, they produced 100 t-shirts and had a lot of support, as each person invited a friend or family member to join the tour. Thus, this event with such a beautiful purpose emerged, which took shape over the years, with the idea of always bringing physical activity as a key to preventing cancer, encouraging the activity of walking or cycling within what is proposed by the World Organization of Health (WHO), in addition to the welcome and fun.
This year, the event will feature beauty tents with makes quick and fun events, giveaways and many other activations in partnership with big brands. Highlighted, Monange provided masseurs for a time relax with brand cream and distribute visors and product samples, with tips on how to massage the breasts to discover lumps, and Vivara will raffle off jewels. Salomo Zoppi, from the group Dasa, DzarmChubb, São Paulo City Hall and City Council, and Dr. Sandra Tadeu will also be present at the action.
In this seventh edition, 1 thousand people are expected at the event and everyone can participate, including children, pets and adults of all ages. With practically all the kits sold, the proceeds are destined for IQeB projects, especially for Banco de Lenos, where the collected wipes are donated to patients throughout Brazil by mail.
The patient receives a pink box with a welcoming message, another gesture of affection. The donated wipes undergo screening, are sanitized, packaged, and in addition to being delivered to patients’ homes, we also deliver them to hospitals and clinics, explains the president of IQeB.
Currently, more than 100 Brazilian companies and shopping malls support the cause and have a box to collect wipes. The only commitment is to deliver this collection to the headquarters of the Instituto Quimioterapia e Beleza, which is in the capital of São Paulo. On the IQeB website it is also possible to donate the equivalent amount of a handkerchief, which is R$30.
Cycling and walking are intended for all audiences, including children and pets. (Photo: Divulgao/IQeB)
Pink October
According to data from the National Cancer Institute (INCA), breast cancer is the type that most affects women around the world. In Brazil, more than 73.6 thousand new cases of breast cancer were estimated in 2023, with an estimated risk of 66.54 cases per 100 thousand women.
Breast cancer also ranks first in cancer mortality among women in Brazil. a global concern, and actions such as Pink Cycling and Walking of IQeB are a collective effort to raise awareness and prevent the disease.
Early diagnosis is crucial and significantly increases the chances of a cure. Maintaining a healthy diet, practicing physical activities regularly, avoiding alcohol consumption and smoking, in addition to carrying out preventive exams annually, are the main prevention recommendations.
The event encourages constant physical activity to prevent breast cancer and other diseases. (Photo: Disclosure/IQeB)
Brand involvement beyond appearance
Behind the scenes in the business world, the The relationship between social projects and third sector organizations and brands can be very difficult. The companies are increasingly engaged and taking positions related to various campaigns such as Pink October, especially due to the popularization of the ESG agenda. By meThere are two sides that must be considered.
Some brands really embrace the cause, are truly conscious, bring the movements into the organization and are concerned about their employees. On the other hand, there are those who s want to use the movements to give a good imagebut in reality, they do not practice the concepts on a daily basis.
It is important that brands and companies are willing to make a difference, embrace causes and practice them within the organization, in addition to create ways to raise awareness among consumers about a certain topic or problem. A survey by the Associação Paulista de Supermercados (APAS) indicates that 95% of Brazilians give priority to products and services from companies that invest in sustainable practices and 64% have already stopped consuming a brand when they learn that the company or its employees have not behaved tico.
There are brands that are loyal to us, even outside of bigger campaigns, they are always there to help. But there are always opportunists, who are still the majority, but the struggle for projects is great. Conscious brands are those that take movements within their organization, offer exams, health plans, among other benefits that really contribute to the cause. This year, we have companies that are actually partners in the event, they are not doing social marketing. They are really concerned about taking care of the health of their employeeshighlights Deborah.
Serbian
7 Pink Cycling and Walking
October 8, 2023
from 8am
Praa Marechal Cordeiro de Farias | Av. Paulista with Av. Anglica So Paulo (SP)
Please note in writing no official event website
* Supervised by Jssica Bitencourt
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