Abu Dhabi Launches ‘Check What Really Matters’ Breast Cancer Campaign To Boost Screening

The Abu Dhabi Public Health Centre (ADPHC), in collaboration with leading local organisations, has launched the 2025 breast cancer awareness campaign under the theme “Check What Really Matters.” The initiative encourages women to move from awareness to life-saving action by prioritising regular screenings.

While nearly 90% of Abu Dhabi residents understand the importance of screening, many women still delay or avoid it due to fear, uncertainty, or procrastination. The campaign cleverly uses everyday actions—like checking one’s phone or mirror—to remind women to check their health as well.

Breast cancer remains one of the most common cancers affecting women in the UAE. Early detection improves survival rates to over 90%. In 2024, more than 80% of cases in Abu Dhabi were diagnosed early, with screenings increasing by 31%—over 34,000 women tested.

National guidelines recommend mammograms every two years for women aged 40 and above, and clinical breast exams every three years for those aged 20-39, with optional risk assessments for women aged 35-39.

Dr Rashed Al Suwaidi, ADPHC Director General, emphasised that early detection dramatically improves outcomes and the campaign’s role in making screening routine, accessible, and trusted. Dr Omniyat Al Hajeri, Executive Director of Community Health at ADPHC, added that the campaign addresses behavioural barriers, highlighting screening as quick, safe, and lifesaving, while directing women on when and how to access services.

The campaign partners with healthcare networks, cancer societies, sports bodies, beauty brands, and retailers to expand free screening days and offer mobile screening units across Abu Dhabi throughout October.

Thiqa cardholders can book appointments at IFHAS-approved providers online, and free screenings are available to others at partner facilities, reinforcing a clear message: courage, not hesitation; action, not delay; screening, not risk.