Roxy Pink Project @ Pavilion

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The Roxy Pink Tour press conference took place on the 23rd of October, 2010 at Pavilion and the significant event was attended by the chairman of PRIDE Foundation, Datin Azreen Abdullah, former Prime Minister Tun Dr Mahatir, breast cancer survivors and a group of candidates from Who’s The Next MIFA Girl. PRIDE Foundation is a charity body that aims to increase and enhance breast cancer awareness, improving accessibility to treatment and care of breast cancer at all levels of society.

The main objective of Roxy Malaysia was to really amp up the level of breast cancer awareness through all of it’s communicating tools, namely their Facebook fan page, e-mail blasting and their blogsite In support of PRIDE Foundation, Roxy Malaysia also helped in fundraising in support of the charity group, all in aid of their empowering program for breast cancer survivors in Malaysia, and also to fund the Pink Tour in Hulu Langat and Sepang.

Targeting 16-25 year olds, the objective of the Roxy Pink Tour is predominantly focused on creating awareness for the youth, who have the least knowledge about the importance of monthly breast self examinations (BSE). It’s essential to reach out to people of our demographic, in fact the youngest breast cancer patient in Malaysia is only 16 years old. It’s of utter importance that women and young girls understand that early detection can save lives! 1 in every 19 females in Malaysia is actually at risk of being diagnosed with the disease, so make sure you get checked out and keep your girls off the endangered list!

At the Roxy Pink Project event, both Datin Azreen and Catherine Chin made speeches, along with breast cancer survivors who shared their stories. The same morning, Roxy Malaysia gave RM15,000 worth of funds to the PRIDE Foundation. The Pink Roadshow also received support from the government LPPKN, who helped provide mobile clinics along with a crew who gave out free breast and health checks and pap smear tests to females. The crowd present were taught how exactly to examine their own breasts every month, a crucial step to early detection. Get informed about the dangers of breast cancer. To watch a testimonial from Madam Yasogee Pechumuthu, a breast cancer survivor, check out the YouTube clip below.


Roxy Pink Project took place at Pavilion on the 28th of October, 2010. For more information on breast cancer and to find out how you can help, head to

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