PINK is the colour of the month at the Kuala Lumpur Tower in conjunction with Breast Cancer Awareness (BCA) Month.
KL Tower Sdn Bhd in partnership with Estee Lauder Companies will be illuminating the tower in bright pink lights for two weeks from Oct 14 to 31.
The campaign was launched by Deputy Women, Family and Community Development Minister Noriah Kasnon, KL Tower chief executive officer Datuk Zulkifli Mohamad and Estee Lauder Malaysia managing director Loo Kai Nan.
Deputy Human Resources Minister Datuk Noraini Ahmad was also present to lend her support for the cause.
The second unique illumination in Malaysia is part of the Estee Lauder Global Landmarks Illumination Initiative.
It is the brainchild of Evelyn Lauder, which focuses attention and spreads awareness about breast cancer and the message of early detection saves lives.
“In Malaysia, breast cancer is the most common overall cancer in women among all races from the age of 20 years onwards,” said Noriah.
“For thousands of women, their greatest fear is the reaction of their husbands, the dilemma of their marriage and family life.
“However, the impact is not only on their lives but also on their families, the community and the country as 47% of women are in the labour force.
“According to the Health Ministry’s National Cancer Registry, the incidence of breast cancer in 2003 was 46.2 for every 100,000 women.
“This means one in every 19 women is at risk of getting breast cancer in her lifetime.
“Findings from the Malaysian Population and Family Life Survey conducted by the National Population and Family Development Board (LPPKN) in 2004 shows that only 53.2% of women in this country had ever done clinical breast examination.
“I encourage you to bring any of your loved ones to any of the 50 LPPKN clinics for referral to the nearest mammogram centers,” Noriah urged women.
She also appealed to the private sector and all members of the community to emulate the example set by companies like Estee Lauder.
Zulkifli said KL Tower was the ‘Tower of Hope’ for cancer awareness.
“We are committed to supporting such programmes. We have just installed a new lighting system, which cost us RM4mil.
“KL Tower would like women, and even husbands to be aware of breast cancer.
“There will be talks on breast cancer and free breast cancer medical check up at the tower,” he said.
Zulkifli also said that visitors to the tower clad in pink attire and pink ribbon would get a 50% discount during the awareness campaign.
According to Loo, the illumination of KL Tower was an important landmark in creating awareness.
“The Estee Lauder Companies 2008 BCA campaign message is ‘World Pink, World Without Breast Cancer. Wear a Pink Ribbon. Make a difference’.
“Our message encapsulates the spirit of bringing people together from all walks of life to raise awareness and to find a cure for breast cancer.
“I am proud to share that we have accomplished a lot in Malaysia.
“Each year, our various efforts touch the lives of millions of women and men from all walks of life across Malaysia.
“This year, we hope to raise another RM300,000 from our BCA Charity Golf and from our BCA Gala Dinner.
“The money raised will be donated to the Breast Cancer Welfare Association (BCWA), National Cancer Society of Malaysia (NCSM), the College of Radiology Malaysia and Cancer Research Initiatives Foun-dation (CARIF) .
Loo also thanked KL tower for the great partnership.
The illumination is in its 9th year with hundreds of famous buildings, monuments and landmarks glowing in pink in over 50 countries around the world.
Shining in pink, the world famous monuments have become an international symbol of hope and continue to empower and enlighten millions of women everywhere.
Estee Lauder brands in Malaysia- Aramis, Bobbi Brown, Beauty Bank, Clinique, Estee Lauder, Donna Karan, Tommy Hilfiger, La Mer, Lab Series Skincare for Men, origins, and Sean John Fragrances will set up information counters, distribute pink ribbons and hand out flyers regarding breast cancer.