Today's Edition
SARA ALZAABI (ABU DHABI)
Nearly nine out of 10 Abu Dhabi residents recognise the importance of health screening — yet many still delay or avoid it. This Breast Cancer Awareness Month, the emirate is shifting the focus from awareness to action, with the goal of ensuring every woman is screened.
The Abu Dhabi Public Health Centre (ADPHC), together with its partners, on Thursday launched its breast cancer campaign “Check What Really Matters,” highlighting that fear, procrastination, and uncertainty should not prevent women from taking simple steps that save lives.
The initiative’s key message anchors on everyday scenarios, reminding women that just as they regularly check their phones, doors, and mirrors, they should also prioritise checking their health.
Breast cancer remains one of the most common cancers affecting women in the UAE, yet when detected early, survival rates exceed 90%. In 2024, over 80% of cases in Abu Dhabi were diagnosed at an early stage, while screenings rose to more than 34,000 women, marking a 31% increase from the year before.
Women aged 40 and above are encouraged to undergo a mammogram every two years, while those aged 20 to 39 should have a clinical breast examination every three years. Women aged 35 to 39 may also opt for a clinical risk assessment. These guidelines form part of the national screening framework.
Dr. Rashed Al Suwaidi, Director-General of ADPHC, said the campaign underlines the centre’s strategy to make screening routine, accessible, and trusted, noting that prevention must become part of daily life.
“The most important message for every woman is to take care of herself — and one of the most important things she should take care of is her health,” Dr. Al Suwaidi told Aletihad.
He encouraged women to visit their nearest healthcare provider and take full advantage of the available services to ensure timely screening.
Screening for Every Woman in Abu Dhabi
Through the “Check What Really Matters” campaign, ADPHC aims to “increase the number of screenings at least three to four times, with a target to screen every woman living in Abu Dhabi, both citizens and residents,” Dr. Al Suwaidi said. Dr. Omniyat Al Hajeri, Executive Director of Community Health at ADPHC, said the campaign is grounded in evidence and addresses behavioural factors that delay diagnosis.
“This year’s campaign is fully different — from the messaging to the amazing number of stakeholders and collaborators that are with us in this initiative,” she said.
More than awareness, it is a call to action, she added. “Care for what is most important and prioritise your health. Support people around you [so they can make] the right decision and do the screening at the time that they need to do it. The screening is not a luxury; it must be a basic part of your healthy lifestyle.”
The new campaign targets women aged 20 and above, guiding them toward appropriate screening practices.
“We have introduced our new version of the clinical examination starting from the age of 20, which not only allows early detection, if there are any issues, but also gives young women the opportunity to learn how to do appropriate self-examinations at home on a monthly basis,” Dr. Al Hajeri explained.
With the advent of new technology, national guidelines are being integrated with genomic innovations to identify high-risk individuals earlier and deliver personalised care.
A new risk stratification tool for women aged 35–39 has been introduced, enabling doctors to refer higher-risk patients for ultrasound or mammography as needed, Dr. Al Hajeri said.
Free Screenings This Month
ADPHC has partnered with several entities to make screening more accessible. Mobile units will be deployed throughout Abu Dhabi, while free screening days will be held alongside corporate programmes offering mammograms for women aged 40 and above, and clinical breast checks for women and men aged 20 and above.
Thiqa cardholders can book screenings directly through approved IFHAS providers at www.ifhas.gov.ae, while free services will be available across partner facilities throughout October.
Going the Extra Mile
The campaign is supported by a wide range of partners, from healthcare networks and cancer societies to sports bodies, beauty brands, and retail companies.
“We are complementing this not only with our media messages through our collaborative providers, but also with retail banks and other non-governmental entities that are participating and advocating for the campaign. We will also send SMS and text nudges through the SEHA app and our providers to ensure that targeted populations actually go for screening,” Dr. Al Hajeri said.
Some participating entities are ready to go the extra mile and expand the scope of the campaign. Burjeel, for example, will not only conduct on-site screening, it will also reach out to communities and encourage the public to come forward and get screened, said Philip Shabo, Senior Director of Operations at Burjeel Cancer Institute – UAE and Oman.
“We are going to do activities at different government entities. Our physicians will go there and hold educational sessions, raise awareness, answer any questions, and break down some of the stigmas around screening,” he said.
Burjeel will also trial a year-round breast cancer campaign, instead of limiting it to October, Shabo added. “It is not just about breast cancer, but the comprehensive cancer package that we want to include as part of that.”
