Every October, Kenya turns a little pinker. Behind the ribbons, (the earlier breast cancer is found, the better the chances are) is a message every mother, daughter, sister and friend should hear.
A conversation to be having at home
In most families, the women hold everything together: school runs, hospital visits, budgets, birthdays, and the quiet worry no one else notices. Too often, their own health comes last.
Breast cancer is a good reason to change that. According to the World Health Organisation, it was the most common cancer among women in 164 of 186 countries in 2024. It is not a distant problem. It is a family one, and talking about it openly is where prevention starts.
Why early detection matters
The earlier breast cancer is detected and treated, the greater the chances of successful treatment and survival, and the more treatment options may be available.
Routine mammography screening plays a key role. It can identify breast cancer before any signs or symptoms appear, when treatment may be more effective because the disease has not yet progressed. The WHO’s Global Breast Cancer Initiative names three pillars for better outcomes: health promotion for early detection, timely diagnosis, and comprehensive management of the disease.
Screening sits right at the heart of all three.
Fujifilm Pink October comes to Kenya
This year, FUJIFILM Middle East & Africa is bringing Fujifilm Pink October, its regional breast cancer awareness initiative, to Kenya as part of Breast Cancer Awareness Month. The campaign runs throughout October in partnership with healthcare institutions across Kenya, the UAE, Saudi Arabia and Egypt, supporting women from screening through to survivorship.
In Kenya, the initiative includes a Wall of Hope at Kenyatta National Hospital. Patients, families, healthcare professionals and visitors are invited to share photographs and messages of encouragement and solidarity. It is a small, human gesture, and a reminder that no one faces a diagnosis alone.
Shin Tagawa, Managing Director of FUJIFILM Middle East FZE, says, “Behind every diagnosis is an individual journey, and our responsibility goes beyond the solutions we provide.” He adds that, working alongside healthcare institutions across the region, Fujifilm wants to support women in taking that next step and to stand with those affected by breast cancer.
Tech that puts women at ease
For many women, fear of the mammogram itself keeps them from booking one. Fujifilm’s AMULET Sophinity digital mammography system was designed with that in mind, offering:
- High-resolution imaging with image processing designed to support visualisation and contrast
- Low-dose radiation, to help ensure both safety and accuracy of screening
- Breast positioning and compression techniques designed to improve patient comfort while enhancing image quality
- AI-supported positioning, with automated projection guidance and immediate quality analysis
The aim is to make mammograms more accessible, more comfortable and more accurate, so that regular screening feels less daunting and more like a normal part of looking after yourself.
A longstanding commitment
Pink October builds on Fujifilm’s long-term investment in healthcare and cancer care. The company partnered with World Cancer Day, an initiative of the Union for International Cancer Control (UICC), in 2024, and is a Visionary Partner for 2025 to 2027. Its work is guided by the Fujifilm Group’s global purpose, “Giving our world more smiles.”
What you can do this month
- Talk about it. Raise breast health with the women in your family, across generations. Silence helps no one.
- Ask about screening. Speak to your doctor or a trusted healthcare provider about when and how often you should be screened.
- Encourage someone. Remind a mother, sister, aunt or friend that a mammogram is an act of care for herself and for the people who love her.
- Show solidarity. Share a message of hope, whether at the Wall of Hope or with someone close to you.
Early detection saves lives. This October, make the appointment, start the conversation, and encourage the women you love to do the same.
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