“Becoming Basma”, The Avenues’ Breast Cancer Awareness Campaign


23 Oct, 2022

In honor of Breast Cancer Awareness Month, The Avenues launched their campaign "Becoming Basma" to remind and encourage women to get periodically screened for early detection and breast cancer prevention.

The event started on October 10th and continued until October 15th in the Grand Plaza district.

Who Is Basma?

“Basma” symbolizes the strong woman who faces her uncertainty with examination, challenges her fear with treatment, and throughout, remains healthy from the inside out.

Basma represents women who are currently fighting breast cancer, who periodically get checked, only to stand in the face of cancer and bravely fight. 

A Message of Support

The campaign involved a mannequin with a gown, where visitors were encouraged to participate by writing heartfelt messages on pink ribbons bearing words of encouragement to patients currently and bravely fighting Breast Cancer, survivors, and women in general to raise awareness about the importance of early detection. As visitors stick their pink ribbons on the gown, the mannequin eventually transforms into Basma.


An Overwhelming Response

The visitors’ response to “Becoming Basma” was the most overwhelming aspect of the campaign. Women and men alike rushed to the popup to write their warm and sincere messages of support, working together to turn Basma into a reality.  


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