Think Pink: Bahrain Breast Cancer Society launched its 2017 National Campaign for breast cancer awareness with the support of Bahrain International Circuit- Chief Executive Shaikh Salman bin Isa Al Khalifa and his team. The community challenge was to build the largest pink chain ribbon with 20 inch pieces of ribbon tied together, to reach our goal. This would be the first national scale community initiative in the Kingdom- with both individuals and corporate entities participating together- raising awareness for breast cancer whilst also donating to Bahrain Breast Cancer Society. It is the team’s belief that this would heighten breast cancer awareness to another level in Bahrain and the GCC.

Supporting the drive has been the ever-supportive team at MullenLowe MENA whom came up with the catchy headline written with pink ribbons that are knotted together. This way we explain the act of tying the ribbons in a knot, the reason which is to come together against breast cancer and objective of going far which hints at the metaphoric and realistic distance. The artwork also has a smart twist to it, we intentionally did not tie the words “further” and “together” to invite participants to do so themselves at the event, as if saying we will go further only when we are tied together. Commenting on behalf of MullenLowe Mena was CEO Mounir Harfouche, “It is an honour for us at MullenLowe MENA to be able to support Think Pink Bahrain in their relentless efforts to highlight the importance of breast cancer awareness and research. The world’s longest pink ribbon is indeed a beautiful ode to the cause and our long-standing fellowship with Think Pink Bahrain”. This event was about doing something together as a community- as a variety of collaborative partnerships will be needed to help hold the ribbon to form the unbroken chain.