Reminding women to get screened, Etiqa launches 4th phase of Free Mammogram Programme - MARKETING Magazine Asia


Reminding women to get screened, Etiqa launches 4th phase of Free Mammogram Programme

Etiqa officially launched the fourth phase of its Free Mammogram Programme together with the National Cancer Society of Malaysia (NCSM), today. The programme aims to provide free breast cancer screenings to 6,000 women aged 40 and above. 

Etiqa said the programme provides free breast cancer screenings for 6,000 underprivileged women aged 40 and above.

“The fear of contracting Covid-19 may have motivated people to stay home and self-isolate, causing them to choose to defer their screening,” Etiqa explained in a statement released today. “Getting one screened for breast cancer is just as important as getting one screened for Covid-19, therefore, wherever possible, Etiqa will help to transport the women to the available facilities for screening.”

The fourth phase of the programme comes after the earlier phases which benefited 17,000 underprivileged women across West Malaysia and the cost for the first three amounted to RM 6.53 million.

“With Covid-19 being the focus right now in healthcare institutions, cancer screening has taken a backseat. Therefore, this is a timely reminder for women to focus on their health, and to take the opportunity to get themselves screened. 

As COVID-19 has taken the center stage in terms of global health initiatives for the past year, Etiqa wants this programme to also serve as a timely reminder for women to screen themselves 

“Transportation will be provided, screenings are free, and the results will be shared soon after,” said chairman of Maybank Ageas Holdings Berhad (MAHB), the parent company of Etiqa, Datuk R. Karunakaran. 

Tan Sri Rafidah Aziz, NCSM’s principal patron, said the free mammogram programme helps to empower and enable women at risk to be screened early, in low-risk settings, without congesting already overcrowded government facilities. 

“We are proud and honoured that Etiqa, our partner, is committed as an entity to continue caring for Malaysians, especially during these current times that are most difficult,” she said in a statement. 

In conjunction with International Women’s Day (IWD) happening on 8 March, MARKETING Magazine is declaring the whole month of March as a celebration of Malaysian women in the industry and brand campaigns that aim to empower women and start a discussion on existing gender inequality.

Our biggest campaign for IWD 2021 is the 5-part content series, Challenge Accepted.

Throughout March, every Monday, we will be featuring one successful, inspiring and powerful woman who has accepted the challenge to be great at what she does. We’ve sat with each one of them and asked them about the mindset and determination they’ve built to be where they are today.  

The official theme for IWD 2021 is #ChooseToChallenge and through these stories, we’re excited for our readers to be inspired to challenge themselves and the norms around them and create something they’re proud of.

The first part of our series features Founder and CEO of idotyou, Dorothy Fong who started the creative agency 20 years ago.

Remaining a lean and small team, idotyou has executed some of the most memorable campaigns for big brands since and continues to do so and we found that Dorothy’s leadership skills and entrepreneurial mindset has played a pivotal role in ensuring the success of idotyou in the highly competitive marketing and advertising market.

Read more here.


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