Karachi: Greenstar Social Marketing (GSM) recently collaborated with the popular group of Cycling enthusiasts named – “The Cycologists”, to sponsor a cycling-ride aimed at creating public-awareness about Breast-Cancer. 

The First-Lady of Pakistan - Begum SaminaAlvi, is graciously supporting this cause by leading the GSM awareness campaign, to consistently increase awareness, availability and access to affordable, quality healthcare and informed-choice for women through Family-Planning.

The masses need to be cautious because, Pakistan suffers with the highest incidence of Breast-Cancer in Asia, as 1 out of every 9 women in the country are at risk of this deadly, but preventable, disease. Among all the types of cancers prevailing in Pakistan, Breast-Cancer has the highest ratio of incidence in the country.GSM arranged this ride to highlight awareness of Breast self-examination for early detection of Breast Cancer, which can save the lives of many women in Pakistan. Women are encouraged to actively examine themselves every month as early diagnosis is key to cure Breast Cancer.

As the largest private-sector provider of Family-Planning, GSM is providing over 53% of all contraceptives distributed by the private-sector in Pakistan. October is celebrated annually, as the ‘Breast Cancer Awareness Month’, across the globe, as all the relevant health-organizations and social-wellbeing institutions highlight this ailment as a serious health-concern for women in all segments. Many informative events are held to highlight the low CPR & fertility-rates, and the rise in induced abortions to finish unwanted pregnancies. Other issues are also discussed, like; too many miscarriages and 9,700 maternal deaths (10 to 12% annually), due to unsafe settings.

The CEO of GSM - Dr. Syed Azizur Rab said: “Greenstar’s long term mission is to reduce the mortality rate of Breast-Cancer, through early detection and more awareness. Crucial Maternal and Child-Health is now a focal part of our national healthcare agenda. This has encouraged Greenstar Social Marketing to ensure regular follow-up, advocacy and coordination at the Provincial and Federal level.”

GSM is an independent network member of ‘Population Services International’, which seeks innovative solutions to ensure reproductive-health, to reduce the prevalence of Breast-Cancer, Post-Abortion Care & Family-Planning. Its panel of experts help the female population learn more about causes, symptoms, treatment and preventive measures and reduce the stigma of these health-challenges. Today, the GSM Sabzsitara logo is synonymous with reliable information, products, and services all across the country.

The ride started from Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology (SZABIST) campus at 90 Clifton around 6:30 am. Men and women from all walks of life enthusiastically participated in the ride. Cycologists is a Karachi-based non-profitable, easy-Cycling and Social meet-up group that regularlty brings together those interested in improving their health and fitness. Cycologists are also passionate about philanthropy, environmental-sustainability, health and social issues as part of their CSR activities.