CAMPAIGN RAISED AWARENESS & FUNDRAISED OVER RM20,000 FOR BREAST CANCER WELFARE ASSOCIATION (BCWA)
In conjunction with the Pink Ribbon October month, XIXILI hosted its 10th annual XIXILI Love My Life Breast Cancer Awareness Campaign at 1 Utama Shopping Centre from 21-25 October 2015. The event was a great success thanks to the participation and contribution of over 7000 shoppers throughout the 5 days. Over RM20,000 was raised, whichRM8000 was fundraised from XIXILI Love My Life on ground activities through public donations, XIXILI’s Pink Tagged Bra October Promotion and Number76 October Gift Card Sales. All proceeds will go to the event’s NGO partner, Breast Cancer Welfare Association (BCWA).
The pink ribbon is the international symbol for breast cancer awareness, and every October, health campaigns and drives are held globally to raise awareness for early detection, empower survivors and to provide moral support for women with breast cancer. Breast cancer is the most common cancer among women globally.
PINK WALK FEATURING CANCER WARRIORS & SUPPORTERS
Gorgeous breast cancer survivors took to the stage rocking apparel by Mag Lifestyle, makeup by Shu Uemura and hair styles by Number76. Each warrior bravely modeled for the first time as they paraded in front of a crowd of hundreds and shared their beautiful stories on battling the disease whilst spreading the message that there is life beyond breast cancer.
STUNNING VISUAL ART DISPLAYS - WHEN PINK MEETS ART
Center piece ‘Perfect Imperfection’ by Artist Louise Low
“The ribbons constructed with bra cups and mirror mosaics showcase the beauty of hope brought about by the strength found in breast cancer survivors.
Despite all the hardships that they have been through, the survivors, broken as they may be, mend and come together as one to create hope for the world. My artworks represent the unity of the survivors. Once, they were broken but now they are found again.”
The amazing centerpiece Perfect Imperfection was one of the most talked about and photographed displays at 1 Utama Shopping Centre. The art piece features three Pink Ribbon structures, each of which, finished differently: one painted in pink, one patched with bra cups and one in mirror mosaics. Standing tall to signify the strength, hope and unity of breast cancer survivors, over 1000 shoppers hung their PINK messages and pledges on the fencing around the centerpiece.
Other visual displays featured on the floor included a collaborative art piece with Saito College and their students from the Fashion Design and Multimedia Faculty and a public service announcement video to promote breast cancer awareness and celebrate survivors
This year marked the 10th year run for XIXILI’s Love My Life Breast Cancer Awareness Campaign and this year, XIXILI brought its awareness activities to its biggest scale yet. Bringing on board a great team of other retailers, XIXILI coordinated a fun, health-driven lifestyle approach to spreading the pink message through a variety of activities.
‘Love My Life’ carries a simple yet powerful philosophy to ‘Love yourself first, so that you are able to love others. Take care of yourself first, so that you can care for others, especially your loved ones.’
Sea of PINK messages, pledges and wishes for breast cancer survivors
In this collaborative effort, shoppers experienced a fun and engaging all-rounded experience, which included interactive and educational activities, health consultations, grooming services, games, photo booth selfies and an iconic pink ribbon visual art centerpiece.
BE BREAST AWARE WITH BSE & CBE
PINK MURNI with professionally trained nurses to conduct Clinical Breast Examination (CBE)
Breast cancer is the No.1 cancer affecting women across all ethnic groups in Malaysia. Early detection tests such as Breast Self-Examination (BSE) or Clinical Breast Examination (CBE) can help save lives. Every year, XIXILI promotes breast cancer awareness through education and a consistent reminder for women of all ages to practice their monthly Breast Self-Examination (BSE).
During the 5 days event, XIXILI’s NGO partner, Breast Cancer Welfare Association (BCWA) came with a team of volunteers and survivors, and its PINK MURNI Truck to the event site. Through the span of the roadshow, BCWA reached out to a whopping 400 women; 286 women learned how to perform their monthly BSE and 114 women did their CBE with the on-site medically trained nurses. Out of the 114 women, 4 cases of suspicious lumps were detected and the patients were encouraged to seek further medical consult.
MURNI stands for Mobile Unit Reaching Nationwide with Information. It is BCWA’s pioneer project and was built to educate women about breast cancer. The camper truck is decked out with a private consultation room where CBE’s can be conducted.
Dr. Azlina Firzah, Breast Surgeon from Pantai Hospital debunking the myths about breast cancer
“XIXILI Love My Life is a campaign close to our hearts here at XIXILI. As a lingerie brand, our customers are primarily women and every year we are dedicated to promoting breast cancer awareness and to convey the vital message that ‘early detection saves lives’, especially in the case of breast cancer. Love yourself and take charge of your life today. Do your monthly Breast Self-Examinations (BSE) at home and yearly Clinical Breast Examinations (CBE) at medical centers around the region. I hope that the shoppers thoroughly enjoyed the exciting activities and services by all the brand partners whilst picking up some facts about breast cancer.” said Jo Leong, Marketing Senior Manager of XIXILI Intima Sdn Bhd.
On ground activities:
- Breast health consultations & Clinical Breast Examination (CBE) by BCWA Nurses, Volunteers & Survivors
- Public donation and Fundraising through sales of pink merchandise by BCWA
- XIXILI ‘Supports Pink’ Pledging
- Pink Ribbon Art Visual Displays by renowned Artist Louise Low and Saito College
- Photo Booth selfies & free print-outs
- Beauty Flash Makeover by Shu Uemura
- RM10 Charity Dry Hair Cuts by Number 76
- BMI (Body Mass Index) Test & Fitness consultations by Celebrity Fitness
- RM50 ‘Design Your PINK Tee’ DIY booth by Mag Lifestyle
- Food samplings by Quiznos
- Pink Walk fashion show by survivors & supporters
- Dance and Workout performances by Celebrity Fitness
- Monster Truck & Road Cruisers by AFO Radio
- Cotton Candy and freebie giveaways
Fun & engaging activities for shoppers
Venue Sponsor: 1 Utama Shopping Centre
NGO Partner: Breast Cancer Welfare Association
Co-partners: AFO Radio, Celebrity Fitness, Juiceworks, Mag Lifestyle, Number76, Quiznos, Saito College & Shu Uemura