Emirates NBD Partners with Aster Hospitals to Launch Breast Cancer Awareness Initiative with ‘Pink ATM’
Emirates NBD, a prominent banking group in the MENAT region, has joined forces with Aster Hospitals & Clinics to introduce a unique breast cancer awareness initiative during October, Breast Cancer Awareness Month. As part of this partnership, Emirates NBD has unveiled the ‘Pink ATM’ to inspire awareness, education, and community support for breast cancer patients and survivors.
The Pink ATM, a specially designed ATM for women, will be installed at selected Emirates NBD branches. Through interactive features, including a QR code, users can access information about breast cancer and schedule free screenings provided by Aster Hospitals & Clinics. This initiative aims to encourage early detection, as breast cancer survival rates improve significantly when detected early—98% in early stages compared to just 27% at advanced stages.
Vijay Bains, Chief Sustainability Officer and Group Head of ESG at Emirates NBD, emphasized the bank's commitment to social responsibility, noting that the Pink ATM campaign transforms routine banking into an opportunity for public health education. “In October, we want to turn a simple ATM transaction into a moment of empowerment and health awareness,” said Bains.
Dr. Sherbaz Bichu, CEO of Aster Hospitals & Clinics, praised the collaboration as a meaningful step towards advancing community health. He remarked, “By offering free breast cancer screenings to banking customers, we reinforce the message that early detection is lifesaving. This partnership embodies our commitment to community well-being and health.”
Emirates NBD has a history of supporting social causes, particularly women’s health. Past campaigns have raised awareness about male breast cancer and targeted People of Determination (people with disabilities), showing that breast cancer awareness transcends gender and inclusivity.
