“My younger sister was diagnosed with cancer in 2007. Watching her
trying to live with the illness was my inspiration to raise awareness about
it,” says Reem Al Buainain, founder of Positive Cancer Foundation (PCF).
In 2010, Reem started tweeting about life, courage and dealing with
cancer. She told Gulf News: “Almost everyone knows someone who is suffering
from cancer, be it a family member, a friend, a neighbour or a colleague.”
She later decided to change her twitter handle to
@positivecancer after noticing how keen her followers were on those tweets.
That is when the idea of starting an official foundation occurred to Reem and
the PCF was officially launched as a nonprofit foundation to help change the way
people live with and fight cancer, through developing a positive environment
and attitude towards the disease and via harnessing the collective efforts of
the patients and their families, the specialists and relevant government
Towards the end of 2011, with the help of her team, a
group of young and enthusiastic UAE nationals, Reem launched the Positive
Cancer website, which as a first initiative carried a successful nation-wide
survey to assess the level of cancer awareness among the general public and
patients and emphasised the importance of increased awareness to improve the
lives of cancer patients while extending support to their families and friends.
Reem said: “The
survey results indicated that the levels of public awareness on the impact of
cancer on individuals and communities in the UAE is considered minimal in
comparison to developed countries and to the socioeconomic development of the
UAE.” Seeing the high level of interaction with the survey, the team was
inspired and on UAE’s 40th National Day they published their first video on
their website, which was produced by a group of volunteers and featured cancer
patents who are positively living with the illness and contributing towards the
development of the nation.
The video spread rapidly and gained tremendous
support from the twitter followers. The foundation has been active since then
through not just the internet, but also through radio shows and newspaper
articles. They’ve also organised projects and workshops in different organisations
within the community. In March, 2013, the Positive Cancer Foundation officially
became the first federal foundation concerning cancer in the UAE.
“We will keep raising awareness and are working on projects to assist patients,
their families and friends in finding the information, support and advice that
will help them cope with the diagnosis. We aim for the support to be holistic
and complement primary medical treatment with education and psychological
support and care.
” Last year, during the International Breast Cancer Awareness
Month (October), the foundation organised a series of awareness workshops for
the women of the UAE governmental organisations, universities and schools,
entitled: “Early Awareness of Breast Cancer”. These were delivered by Rahma
Wehelie, Ph.D., Founder and Managing Director of the Swedish institute Ridales
Healthcare Consulting-Breast Cancer Training.
At the end of the year, the
foundation were given the opportunity to manage the opening of Abu Dhabi Sports
Council’s (ADSC) celebration for the UAE’s 42nd National Day, entitled: “In
Love with Zayed”, which took place at the Abu Dhabi Theatre. As part of the
event, there was an art exhibition of 42 paintings by UAE artists. All proceeds
went to the PCF.
This was followed by another partnership with the ADSC’s event
titled “Health and Physical Fitness Campaign”, which took place from January 19
– 22, 2014. The PCF organised an awareness forum entitled: “Think Positively
and Move Forward.” The forum covered a lecture delivered by Dr Mirna Ghannoum,
Radiology and Radiation Therapy Specialist and Member of the European Society
of Breast Cancer, where she provided general information on the different types
of cancer. Dr Ghannoum talked about the means of prevention, emphasising on the
importance of early diagnosis that contributes immensely to avoiding the
consequences of the disease.
She focused on the ways of preserving one’s
general health, mentioning some healthy practices that help with fitness. For
more details on the foundation, you can visit www.positivecancer.ae or follow
them on twitter and Instagram @positivecancer