2022 Winners & Shortlists

Cultural / Context information for the jury

Breast cancer is the most common cancer in the UAE, accounting for nearly 16% of all cancers. But in Arab culture, 'uncomfortable' conversations such as breast cancer are still considered a taboo - making it hard to even talk about, let alone seek medical help. So much so that it is commonly referred to as 'chest cancer'. Given the taboo around breast cancer, people in the UAE are hesitant to associate themselves with any campaign, for fear of judgement. Even the media mirrors this conservative and hushed attitude towards such 'inappropriate' issues.