Emirates NBD, a prominent banking group in the Middle East, North Africa, and Turkey regions, has launched an inspiring initiative called the ‘Pink ATM.’ This campaign aims to raise awareness about breast cancer and actively engage the community in supporting patients and survivors.
In October, Emirates NBD has teamed up with Aster Hospitals & Clinics, part of Aster DM Healthcare, a leading healthcare provider in the GCC, to elevate everyday banking into a meaningful initiative aimed at educating and inspiring individuals.
Selected branches feature a special Pink ATM, which symbolizes empowerment and hope. This ATM display messages about breast cancer and invite customers to engage by scanning a QR code on the machine. When scanned, the code leads users to a dedicated landing page with more information on breast cancer. Visitors can also have the option to book a complimentary check-up by clicking the ‘Book an Appointment’ button on that page.
Aster Hospitals & Clinics is providing free breast cancer screenings at all its facilities to enhance community access to early detection. This initiative is vital, as early detection can significantly improve survival rates, with 98% of cases diagnosed early compared to just 27% in advanced stages.
Vijay Bains, Chief Sustainability Officer and Group Head of ESG at Emirates NBD said, “As an inclusive and socially responsible bank, we feel a strong sense of responsibility to make a difference wherever and in whatever way possible. The Pink ATM campaign blends community engagement with education on the life-saving benefits of early screenings and prompt medical attention. In October, we want to transform the simple act of using an ATM into an enriching experience by joining forces with Aster Hospitals & Clinics. We aim to inspire individuals to act to safeguard their lives and support breast cancer survivors and patients.”
Dr. Sherbaz Bichu, CEO of Aster Hospitals & Clinics for the UAE, Oman, and Bahrain said, “We are delighted to partner with Emirates NBD on this innovative Pink ATM initiative, which transforms everyday banking into a powerful platform for raising awareness about breast cancer. This collaboration is a testament to our shared commitment to advancing community health and awareness. By offering complimentary breast cancer screenings to banking customers through this initiative, we are highlighting the crucial message that early detection saves lives. Together, we are making these vital services accessible to all, empowering individuals with the knowledge and resources they need to make informed health decisions. This initiative reflects our shared belief in the power of collaboration and the importance of giving back to the communities we serve. We hope this partnership inspires others to prioritise health and wellness, ensuring that no one is left behind in the fight against breast cancer.”
Emirates NBD has launched a poignant short film to raise awareness for its Pink ATM initiative, emphasizing the nurturing role of hands in caring for loved ones. With subtle pink elements symbolizing breast cancer awareness, the film highlights the importance of proactive health measures. It concludes with the empowering message: “Empower your touch. Empower your health,” encouraging viewers to seek free breast cancer screenings.
Emirates NBD has consistently championed various social causes, particularly in the area of women’s health. Throughout the years, the bank has launched several creative campaigns to promote Breast Cancer Awareness Month. Among these initiatives is a poignant video campaign focused on People of Determination, alongside a public interest film titled “Breast Cancer Doesn’t Care,” which aims to raise awareness about male breast cancer, highlighting that this disease affects individuals regardless of gender.
