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Here's A Look At SM Store's Pink Escape, An Inspiring Event For Breast Cancer Survivors

The happy faces of the survivors who attended was all the validation you could ask for!

Most mall-initiated events held at their activity center will have reaching the widest audience of consumers, selling & promoting, or finding new costumer demographics, as their targets. It may at times look like they’re doing something different, but you can rest assured that is their aim.


So it was refreshing to drop by the SM Mall of Asia atrium on October 30th and witness how The SM Store had organized Pink Escape, their community-based end-month salvo, as October is Breast Cancer Awareness month. This was one activity conceptualized, created, and organized for a very niche demographic—Breast Cancer survivors—and the happy faces of the survivors who attended was all the validation you could ask for.


For those who aren’t aware, for reasons still unknown, the highest incidence of Breast Cancer in Southeast Asia is found right here in the Philippines. And while Breast Cancer caught in its early stages is very curable, there’s still a lot of ignorance and fear among Filipinas surrounding the condition. Several organizations such as I Can Serve, Bosom Buddies, et al, are composed of survivors, and exist as support groups, pushing for more awareness and education on the subject.

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For Pink Escape, these advocacy groups were tapped and the following was organized for the survivors who would attend. When the survivors were properly registered within the event area they had options of which booths to head to. There was a makeover beauty bar section where makeup artists were awaiting them. Donna Cuna-Pita was manning a fashion apparel booth for styling tips. A photographer by the photo wall was awaiting survivors who desired a portrait shot after their encounters with the booths mentioned.

Over by the stage, tables were set up for volunteers ready to sew pouches that would be used in the special bras made for survivors. And there was a Praying Tree where one could attach prayers and dedications. A talk by a respected oncologist preceded the fashion show where survivors took to the ramp.


No matter what walk of life you came from, if you were a survivor, this was your special afternoon; and for so many of them, it was evident that this was a special treat unlike others they’ve encountered. On this afternoon, they weren’t victims or objects of sympathy, but special VIPs and they loved it.


Congratulations to the SM Store for bringing some joy and excitement to the lives of these brave women!