“Lulu and ZBCA will work together to help create a world with less breast cancer and healthy dietary habits,” said Packer Koya P. Ali, Lulu’s regional director.

Shehim Mohammed Unni, Lulu’s commercial manager, explained the features of this community campaign, which comes within the framework of Lulu’s corporate social responsibility.

Ali said the Lulu-Zahra collaboration, which kicks off Wednesday, will focus on community-level engagements, mainly involving women, to raise awareness to reduce breast cancer and mortality among women.

“Breast cancer is the most-diagnosed form of cancer in the Kingdom, accounting for 12.4 percent of all cancers and 23.6 percent of cancers among women,” said Shehim, referring to a study conducted by the Saudi Cancer Registry. He said that the rate of prevalence of breast cancer is much higher in Saudi society compared to the global average. He added that it is because of this that the Lulu chain allocated SR5 million for organizing charity activities last year.

“Lulu in cooperation with ZBCA will organize seminars, lectures and a number of cultural activities aimed at educating the women on the importance of early diagnosis of the disease,” said Shehim.

ZBCA, which operates under the presidency of Princess Haifa’a bint Faisal will invite a number of prominent doctors, research scholars and specialists from the US and the UK to deliver lectures on the topic of early diagnosis and cure.