Pink boxing gloves to fight cancer



Rima Al-Mukhtar

Published — Wednesday 24 October 2012

Last update 24 October 2012 4:54 am

| نسخة PDF Print News | A A

Loft, a Saudi team founded by a photographer, filmmaker and art director, has launched a campaign to spread an awareness of breast cancer this month. The team is a creative hub of tri-disciplined services: Design, Photography, and Film. They have recently introduced a new service to their bouquet. They partnered up with a social media consultancy to provide their clients with expert social media strategies.
“We give equal importance to all three disciplines. We love working with local, upcoming brands or talents,” said Nada Hakeem, co-founder. “We also like to work with established clients who want a new and fresh take on their creative needs,” she added.
The Loft founders are enthusiastic and active young women, they believe everyone owes their community, and this is why they took the opportunity during the month of October, being an internationally celebrated month for breast cancer awareness, to raise awareness about the topic in their own creative way, as part of their corporate social responsibility.
“The idea started with a design campaign: a visual and the slogan ‘Let’s Fight’. Soon we thought to extend it into a photo and video shoot,” said Hakeem. “The idea is that everyone that participates, and pays a fee of SR 50, gets their picture and video taken while posing in a fighting stance with a pair of pink boxing gloves,” she added.
The project has around one hundred participants; some of them supported the initiative by sharing pictures on social media.
“We aim to inject positive energy into our audience, and positive change into our community. We also aim to encourage similar creative social initiatives, in any realm,” said Hakeem. “We raised a satisfactory amount of money, we are very thankful to everyone that participated. The money is going to the Zahra Breast Cancer Association,” she added.
The artists are always interested in participating in cause initiatives. They had previously done the “Erham Al-Amel Al-Sayem” campaign, which is Arabic for “Have Mercy upon Fasting Workers”, during the month of Ramadan, and they are looking into an ongoing recycling initiative.
The campaign received great feedback through social media, where people started sharing the pictures and commenting on them. “Everyone who participated in this campaign came with a great load of energy,” said Hakeem. “We got very positive feedback, and we guarantee everyone will be even happier with the picture and video release, so stay tuned,” she added.

[email protected]

What's happening around Saudi Arabia

Deputy Crown Prince Mohammed bin Salman bin Abdulaziz, the Second Deputy Prime Minister and Minister of Defense, on Thursday led the delegation of the Kingdom of Saudi Arabia taking part in the meeting of the international coalition countries to coun...
Munich: Minister of Foreign Affairs Adel bin Ahmed Al-Jubeir led the Saudi delegation to the meetings of the International Syria Support Group meetings, taking place here.The meetings, which have begun, in Vienna, exert efforts to find a political so...
Brigadier General Ahmad Al-Assiri, the Military Advisor to the Minister of Defense, asserted the Kingdom is ready to send ground troops to fight Daesh, as soon as the international coalition gives the green light, and that this decision of Saudi Arab...
JAZAN: Seven lives were snuffed out and several others sustained injuries as a gunman went on a killing spree in Al-Dair governorate of Jazan on Thursday. Employees at an education department office came under a hail of bullets resulting in casualtie...
RIYADH: The ongoing Janadriyah national heritage and culture festival welcomed German government representatives as the guests of honor, marking a new era in Saudi-German ties.Detlef Daues, chief executive officer of a German business group, said: “I...
RIYADH: Highlighting the importance of caring, preservation and better maintenance of mosques located along highways in the Kingdom, the Saudi Commission for Tourism and National Heritage (SCTNH) and the Masajedna Foundation will honor excellence in...
ABHA: Women graduates in Asir say they are looking for private companies to hire them for online jobs which can be done at home.They asked businessmen to open new production lines for women in both factories and banks.The women said that this would c...
ABHA: Deviant groups have attempted to attract Saudi women to carry out terrorist operations by various means and in sinister ways.Many women have been found to have been recruited by terrorist groups inside and outside the Kingdom.Islamic scholar Mo...
RIYADH: Makkah Gov. Prince Khaled Al-Faisal has written a patriotic poem to inspire Saudi troops at the southern borders.Titled, “I wish to be with you,” the poem infuses encouragement in the hearts and minds of troops guarding the borders in Najran,...
RIYADH: A delegation of senior officials from King Abdullah University for Science and Technology (KAUST) visited the King Abdullah City for Atomic and Renewable Energy (KACARE) to discuss cooperation between the two institutions on sustainable energ...
RIYADH: The Office of the Education Department in eastern Taif has launched a program called “Fatin” which aims to protect students from intellectual threats around them.Fahhad Al-Zuibi, director at the Office for Education said, “The program aims to...
RIYADH: The Taif theater group won two awards when it participated recently in the ninth edition of a theatrical festival in Bahrain. The group, which represented the Kingdom in the theatrical festival, mounted a play production titled “Out of Contro...
RIYADH: Riyadh Gov. Prince Faisal bin Bandar inaugurated the first festival for families with handicapped members at the King Fahd Cultural Center (KFCC) on Wednesday evening. The festival, which will last for three days, features a bazaar that displ...
RIYADH: A separate department to provide enhanced security to the Kingdom’s schools will be set up in all educational regions, Education Minister Ahmad Mohamed Al-Issa announced on Wednesday.Under the new directive, such departments will be establish...
RIYADH: Under a new ministerial ruling, payment of the minimum capital for industrial development is to be abolished.To support industrial development, the Ministry of Commerce and Industry issued a ministerial decree eliminating the requirement of t...

Stay Connected

Facebook