Emirates NBD, a leading banking group in the MENAT (Middle East, North Africa and Türkiye) region, has introduced a new, inspiring ‘Pink ATM’ initiative to raise awareness and knowledge on breast cancer and actively engage with the community to drive support for breast cancer patients and survivors.
In the month of October, Emirates NBD will collaborate with Aster Hospitals & Clinics, part of Aster DM Healthcare, the leading integrated healthcare provider in GCC, to transform everyday banking into an extraordinary mission to educate, inspire, and support individuals. A Pink ATM will be installed at selected branches of the bank as a symbol of empowerment and hope. The Pink ATM will feature messages on breast cancer, encouraging customers to interact by scanning a QR code printed on the machine. On scanning the code, they will be directed to a landing page where they can read more facts about breast cancer. Those interested may also book a free check-up by clicking the ‘Book an Appointment’ button on the landing page.
Through this initiative, Aster Hospitals & Clinics will offer free breast cancer screenings at all its facilities, making early detection more accessible to the community.
The bank’s latest initiative is grounded in the critical importance of early detection and awareness in improving breast cancer survival rates, which stands at 27% in advanced stages and 98% with early detection.
As a part of the initiative, Emirates NBD has also released a short storytelling film to create awareness about the Pink ATM. The film highlights the powerful role of hands in shaping lives, nurturing, protecting and caring for loved ones, while subtly featuring pink elements as a symbol of breast cancer awareness. Through the depiction of intimate moments, the film emphasises how our hands can protect, heal and save. It concludes with the introduction of Emirates NBD’s Pink ATM initiative, empowering women with the ability to take life-saving action through breast cancer check-ups, ultimately driving the message that every touch has the potential to make a difference. The film leaves audiences with the powerful message ‘Empower your touch. Empower your health’, urging them to get checked and sign up for the free breast cancer screening.
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.”
He added: “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.”
Commenting on the collaboration, 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 been a long-time supporter and advocate of social causes, including women’s health. Over the years, the bank has run several innovative awareness campaigns to mark Breast Cancer Awareness Month. These include a heartfelt video campaign targeting People of Determination (people with disabilities) as well as a public interest film titled ‘Breast Cancer Doesn’t Care’ to drive awareness about male breast cancer, underlining that breast cancer is a disease that knows no gender.
