Emirates NBD launches video campaign to raise awareness about breast cancer


Public interest film “Breast Cancer Doesn’t Care” underlines that it is a disease that knows no gender

Dubai: Emirates NBD, a leading banking group in the Middle East, North Africa and Turkey (MENAT) region, has released a video campaign to create awareness about male breast cancer.

Launched to mark Male Breast Cancer Awareness Week, which takes place in the third week of October, the campaign brings to light a little-known truth – that even men can get breast cancer. It attempts to educate the public about breast cancer in men, emphasising that it is a disease that knows no gender. While it is rare, as per www.breastcancer.org , nearly 1% of all the breast cancer cases in the world occur in men.

The campaign was launched with a simple yet incisive film that showcased quick cuts between portrait shots of multiple women wearing a pink gown before finally slowing down and stopping on a man. The final message says, “Breast cancer knows no gender” and urges men and women to get checked if they notice the warning signs of breast cancer.

Commenting on the video, Moadh Bukhash, Chief Marketing Officer at Emirates NBD said, “As a socially responsible bank, Emirates NBD has always supported and contributed to community and healthcare initiatives. We are passionate about this cause, and hope that though our video campaign, we can make a difference by raising awareness among males and females about the disease and its early detection. Through our campaign we aim to make male breast cancer a part of public conversation, which is treated with seriousness, rather than an issue people shy away from.” 

The video has received an overwhelming response since its release on Emirates NBD’s social platforms. In just three weeks the video has received 284K views, 730.3K impressions, a reach of 413K and a total engagement of 75K across social media platforms (Facebook, Instagram, Twitter, LinkedIn and YouTube).

About Emirates NBD:

Emirates NBD (DFM: Emirates NBD) is a leading banking group in the MENAT (Middle East, North Africa and Turkey) region with a presence in 13 countries, serving over 14 million customers. As on 30th September 2021, total assets were AED 699 Billion, (equivalent to approx. USD 190 Billion). The Group has operations in the UAE, Egypt, India, Turkey, the Kingdom of Saudi Arabia, Singapore, the United Kingdom, Austria, Germany, Russia and Bahrain and representative offices in China and Indonesia with a total of 906 branches and 4,084 ATMs / SDMs. 

Emirates NBD Group serves customers, businesses, governments and institutions with a range of financial products and services including retail banking, corporate and institutional banking, Islamic banking, investment banking, private banking, asset management, global markets and treasury, and brokerage operations. 

The Group is a key participant in the global digital banking industry with 94% of all financial transactions and requests conducted outside of its branches. The Group also operates E20., a digital business bank for entrepreneurs and SMEs and Liv., the lifestyle digital bank for millennials. Emirates NBD is an active participant and supporter of the UAE’s main development and sustainability initiatives, including financial literacy and the inclusion of people with disabilities. Emirates NBD Group is a Premier Partner and the Official Banking Partner for Expo 2020 Dubai.