La Redoute’s Pink October Campaign supports breast cancer research

The amount raised up to October 18th will revert to the iMM-Laço Hub, a project that results from a partnership between the extinct Associação Gravata and the João Lobo Antunes Molecular Medicine Institute (iMM), with the aim of maximizing support and promoting breast cancer research.

In Portugal, there are about 7,000 new cases and 1,500 deaths from breast cancer every year.
For every order on the website that includes at least one item from the WOMEN’S CLOTHING collection, La Redoute undertakes to donate €1 to the iMM-Laço Hub.

In October, the month in which Breast Cancer Prevention is internationally marked, La Redoute created the Pink October initiative, which will support with €5,000 the iMM-Laço Hub, iMM’s latest project in the area of ​​breast cancer, consisting of two fundamental pillars in the fight against cancer: a laboratory focused on research into metastatic breast cancer and a team dedicated to the relationship between science and civil society, through awareness-raising actions for early diagnosis and your treatment.

In Portugal, breast cancer remains the deadliest cancer among women. It is estimated that 1 in 11 women develop this disease and every year there are 7,000 new cases. If these numbers are already making us aware and aware, we also know that the pandemic situation has meant that many screening consultations and surgeries have not taken place”, begins by explaining Mariana Matos, coordinator of iMM-Laço Hub and responsible for Fundraising at iMM.

According to the Portuguese League Against Cancer, around 450 thousand screenings for breast, uterus, cervix and rectum cancer were postponed in the first year of the pandemic and 29 million complementary and therapeutic tests were not carried out.

We are a brand for families and we know that it is often the woman who assumes the role of purchase decision for the household. It is precise because we talk to many women on a daily basis, but also because breast cancer is a sensitive and vitally important topic, that the association of La Redoute with the iMM-Laço Hub comes naturally, as part of our Corporate Social Responsibility Policy, aligned with the international strategy defined for the brand. Due to the pandemic, screenings and awareness campaigns were put on standby, a situation that is urgently needed to be reversed”, stresses Patrícia Lima, E-commerce and Marketing Director at La Redoute.

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