In observance of Breast Cancer Awareness Month in October, the Ministry of Health through the Bureau of Health Promotion has started a Pink Friday initiative.

The activity advocates that individuals and companies wear pink in recognition of the victims, survivors and persons affected by breast cancer. 

Family Life Educator within the Ministry of Health, Nadiege Smith, said the Ministry of Health has invited key stakeholders to support the fight against breast cancer.

"Part of the Ministry of Health's mandate is to have multi-sector participation. The Ministry of Health cannot fight breast cancer or any other disease on its own. We need the support of private organizations and line ministries,” she said.

Telecommunications company, Digicel, has lent its support to the initiative.

"We all in one way or another have been affected by the disease, if not by having someone in our circle directly affected, or someone we know of, we have seen what it does to families; and for us as a corporate citizen we want to ensure that we are part of the movement to fight this disease," Louis Victor, Marketing Executive at Digicel said.

“Digicel has embraced this initiative to help create awareness. By getting the staff involved, we believe that it creates greater sensitization about how we can prevent the disease.”

Digicel has also collaborated on other cancer initiatives such as the recently-held "Walk for a Cure," CFL's Yoplait Walk (Nov. 1), and the Wave's "Men in Heels."

Smith said Digicel demonstrates commitment to society, the community and the population, and added that the Bureau of Health Promotion looks forward to more corporate partners and individuals supporting the Pink Friday initiative.