C.like every year, the month of October tinged with rosethe symbolic color of breast cancer prevention. Periodic checks, self-examination and diagnostic-instrumental investigations, even among the youngest, are the tools available in the fight against this disease, which affects one in eight women over a lifetime, confirming itself as the most common cancer in the female gender. The ultimate goal? Achieve zero mortality from breast cancer within a few years.

    Breast Cancer Prevention Month

    Through the initiative LILT for Women 2022, LILTItalian League for the Fight against Cancer, will offer free breast examinations in clinics operating throughout the country (you can book the toll-free number 800- 998877). The association wants in particular to raise awareness among younger women, given the increase in the incidence of the disease in the 30/35 age group. Like every year, the Veronesi Foundation renew the campaign Pink Is Good, aimed both at educating about prevention and at supporting the work of researchers. There is also the commitment of AIRCwhich with the countryside Pink Ribbon once again focuses attention on the urgency of finding new treatments for those who have to face the most aggressive forms.

    The commitment of the brands

    As happened for other issues of great social and political importance, also in this case the fashion industry takes the field to make its own contribution. Estée Lauder Companies celebrates the 30th anniversary of the Breast Cancer Campaign, which since 1992 has financed and supported the work of researchers, underlining the importance of prevention and awareness. With a special sneaker collection, adidas renews the collaboration with Breast Cancer Now in the UK and Europe, while for over 20 years Ralph Lauren Corporationthrough the project Pink Pony, supports the fight against cancer. For each item sold in the collection, 25% of the purchase price is donated to research.

    One of the sneakers part of the adidas Breast Cancer Awareness Collection capsule

    For the seventh consecutive year, GUESS And Marcolin renew their support for The Get In Touch Foundationan American non-profit foundation that promotes awareness of breast cancer prevention. Momonì will put on sale, from 14 to 16 October, a unique keychain, the proceeds of which will be donated to AIRC. Also this year, moreover, QVC Italy presents the initiative Shopping4Good dedicated to fundraising for the Umberto Veronesi Foundation.

    One step at a time, year after year, fashion and associations come together to transform breast cancer into a curable disease that you no longer fear.