Running throughout October, the Pink October campaign includes educational activities and community engagements across Kenya.

A firm has brought its regional breast cancer awareness initiative, Pink October, to Kenya as part of Breast Cancer Awareness Month.

The campaign, being conducted in partnership with healthcare institutions in Kenya, the United Arab Emirates, Saudi Arabia and Egypt, seeks to raise awareness about breast cancer and encourage early detection, screening and support for women affected by the disease.

Breast cancer remains the most commonly diagnosed cancer among women worldwide.

According to the World Health Organisation (WHO), it was the most commonly diagnosed cancer among women in 164 of 186 countries in 2024.

Early detection, followed by timely diagnosis and treatment, can significantly improve patient outcomes. Mammography screening can help identify breast cancer before signs or symptoms appear, potentially allowing treatment to begin before the disease advances.

In a statement on Tuesday, Fujifilm says it supports early detection through the development of breast imaging technology used by healthcare providers, including digital mammography systems.

The company also works with hospitals and healthcare institutions to raise awareness, encourage conversations about breast cancer and support community outreach programmes aimed at promoting preventive healthcare.

In Kenya, it features a Wall of Hope activation at Kenyatta National Hospital, where patients, families, healthcare professionals and visitors can share photographs and messages of encouragement and solidarity with women affected by breast cancer.

The Kenyan activation is part of a wider regional programme involving healthcare institutions working on breast cancer awareness, screening and patient support.

Managing director of Fujifilm Middle East FZE Shin Tagawa, said the initiative seeks to bring healthcare institutions and communities together in supporting women affected by the disease.

"Behind every diagnosis is an individual journey, and our responsibility goes beyond the solutions we provide. We are proud to work alongside healthcare institutions across the region, bringing together our imaging expertise and community participation to support women in taking that next step, and to stand with those affected by breast cancer," he said.

Through its Global Breast Cancer Initiative, the WHO identifies three critical areas for improving breast cancer outcomes: promoting early detection, ensuring timely diagnosis and providing comprehensive treatment and care.