The family-friendly event saw the Dubai Drums, Sky Dive Dubai, Dance It Out Dubai , Fitness First and members of BurJuman’s charity partners, Brest Friends connect with crowds in the informal beach setting.
Members of Sky Dive Dubai parachuted into the busy beach holding the BurJuman Safe and Sound banner, making history by completing the UAE’s first sky dive for breast cancer prevention.
The BurJuman Safe and Sound campaign is one of the longest running charity campaigns in the Middle East, helping raise awareness on breast cancer prevention, and raising funds to help those affected by the disease, with its charity partners, The Al Jalila Foundation and Brest Friends.
BurJuman Group CEO, Majid Al Ghurair said: “We first launched the Burjuman Safe & Sound campaign back in 1997 and what started as a small in-mall activation has now become the biggest and most- established breast cancer awareness campaign in the Middle East region, reaching over 25 million people with a message of awareness and early detection. I am personally extremely proud of that achievement and rest assured that our support will remain for many years to come. This campaign is a confirmed fixture in our annual calendar and indeed in that of the residents of the UAE and beyond.”
Linda Berlot, from charity partner, Brest Friends, said: “As a breast cancer survivor, it means the world to me to see so many people come out for such an important cause. My charity helps provide treatment to women who otherwise would not be able to access life-saving medical care. We thank everyone for their donations and for helping spread messages of prevention.”
Safe and Sound has traditionally raised awareness for breast cancer with a Pink Walkathon. This year, a key change to the programme was the introduction of the new Safe & Sound App, which allows users to donate directly to the charity Brest Friends at the same time as tracking their steps and working on their own health. The app allows users to raise funds all year long, creating wider reach than the traditional month-long campaign.
When the total combined distance walked by users reaches the milestone figure of 50,000km in 2015, BurJuman pledged to donate a further AED100,000 to our Safe & Sound charity partners.
So far over 7,000 users have logged and downloaded the app.
The Burjuman Safe & Sound app is now available for download on iPhone and Android. Search for ‘Burjuman Safe and Sound’ in app store or google play or simply click on the links below: