Novartis solidifies support for breast cancer patients with Waraha Kessa Campaign empowering patients to share their stories. Breast cancer is the most common kind of cancer affecting women in Egypt, accounting for 32.4% of all diagnosed cancer cases ‘’Waraha Kessa‘’ crowns Novartis’s 30-year-long history supporting breast cancer patients.
Novartis Partners Up With Baheya
As part of its ongoing commitment to breast cancer patients and their caregivers, Novartis has partnered with Baheya Foundation to provide a voice for breast cancer patients. Launched on Breast Cancer Awareness Month, the campaign Waraha Kessa shares the transformational journeys of women affected by breast cancer, turning the fear associated with diagnosis into hope for the future. Supported by Egyptian celebrities and influencers, the campaign quickly went viral and is just the latest among many initiatives Novartis continues to launch along its 30-year journey in support of breast cancer patients in Egypt and around the world.
What the Campaign Is About
The campaign brings into focus the stories of six unique women who have faced breast cancer highlighting that, with hope and faith, even the most challenging moments can be overcome. Beyond its ambition to inspire hope and stem some of the cultural taboos around discussing breast cancer and screening, the campaign also highlights the promising progress science has made in treating this cancer over the last decade.
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Laila Salem, a member of Baheya Foundation’s Board of Trustees and Baheya’s granddaughter, stated that
Art has always been the soft power that can influence society and effectively address many of its issues
This has been the view of numerous Egyptian and Arab artists who have believed in Baheya’s mission and cause in terms of breast cancer awareness, early detection and treatment, which has prompted them to participate in Waraha Kessa.
Dr. Jaylan Ahmed, Chief Executive Officer of Baheya Foundation, voiced her joy regarding the outpouring of support for Waraha Kessa, with many public figures taking part in the campaign. She also expressed her gratitude for the enthusiasm and passion demonstrated by every artist and influencer participating; something Baheya has always been able to rely on, enjoying the support and cooperation of numerous artists from Egypt and the Arab world over the past years.
For nearly 30 years, Novartis has been at the forefront of driving scientific advancements for breast cancer patients and improving clinical practice in partnership with local and global communities. Breast cancer has always been a top priority for the company as it continues to lead the industry with the largest number of breast cancer compounds for HR+ advanced breast cancer, which is the most common form of the disease.
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Accounting for almost 32.4% of female cancer cases diagnosed, breast cancer is the most common form of cancer to affect women in Egypt. Over the years Novartis has established itself as a leader in breast cancer therapy innovation, with a particular focus on patient support for breast cancer in the metastatic stage – which accounts for approximately 20% of breast cancer cases in the country.
“We are passionately focused on reimagining a world where breast cancer can be managed and outlived,” Mohamed Sabry, Value and Access Head, Novartis Egypt said. “At the heart of this is early diagnosis and education. A phenomenal amount of work to support and empower better health for women has taken place in recent years and it is a testament to the impressive work of the Egyptian government, the Ministry of Health, and of course important NGOs like Baheya Foundation that we have reached this point,” he continued.
Novartis Spreading Awareness
Novartis bolsters its commitment to breast cancer patients through partnerships with governmental and community entities, offering innovative patient support programs helping patients with advanced breast cancer through their treatment journey. Novartis also works with the government, medical professionals, and treatment centers to facilitate continuous knowledge sharing. Working closely with Ministry of Health professionals, under the Presidential Initiative for Women’s Health – which has introduced unified innovative protocols expanding access to treatment – Novartis upskills healthcare professionals by providing medical updates, developing early screening protocols, and is planning to collaborate in facilitating the national registry for cancer patients in Egypt, and the development of oncology centers of excellence.
In Support of Baheya’s Healthcare Professionals
Within its collaborative programs driven by its commitment to patients and caregivers, Novartis also supports Baheya’s healthcare professionals. “Continuous education for doctors, nurses, and pharmacists is critical to ensuring the best patient outcomes,” Sabry explained. “By providing regular briefings and sharing the latest medical updates on the breast cancer landscape, we will work with the Foundation to improve patient survival rates delivering on our mission to improve and extend patients’ lives.”
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“We are proud of our ongoing partnership with Baheya Foundation that has recently culminated with Waraha Kessa, raising awareness and sending a message of hope to patients and families who find themselves along this journey. We look forward to building on our mutual success, as well as helping other community stakeholders in support of early access and reinforced community awareness. It is only then that we can provide new hope for patients,” added Sabry.
Waraha Kessa ran throughout the month of October and concluded in a closing event hosted at Baheya’s new premises in Sheikh Zayed. It was moderated by renowned presenter Mariam Amin who also facilitated the award ceremony where key campaign partners and Baheya ambassadors were recognized.