An official from the company indicated that the motivation behind this promotion is that at one point or another they have come in contact with someone who has been affected by breast cancer, whether it be a wife, sister, mother, friend, friend of a friend, colleague, and on some occasions they have customers who would come into the store who are having a rough time because someone close to them is suffering from breast cancer.
He added that recent statistics show that there is an increase in the risk of getting this dreaded disease, so the company found it necessary to join the campaign in raising awareness in the Federation.
The official indicated that the doctors conducting the examinations are Dr. Daveen Wilkin, Dr Kathleen Allen-Ferdinand, and Dr Marisa Grant who will rotate on Saturdays with assistance also given by the management team of the JNF General Hospital from Matron Sonia Daley-Findley and Administrator Lornette Adams.
Additionally, on Thursday, 27 September, 2012, Dr. Vance Gilbert conducted a very informative and interactive session with the employees of the Home and Building Depot, St. Kitts at a staff meeting prior to the start of the campaign. With the population of employees at that department being primarily male, he stressed the point that breast cancer is not an illness that only affects women, and referred to the international statistics which suggest that 1 in 1,000 will be affected by age 80.
Most of them were surprised to learn of this. He discussed the causes of breast cancer, the importance of early detection, he showed them how to conduct self examinations, and what changes both men and women should look for in their breasts which would be an indication that they might have cancer, the importance of annual screening and checkups including examinations by a health practitioner and mammograms. He also spoke to the different types of treatment available to patients.
The official went on to say that fifty (50) TDC customers between TDC Home and Building Depot (St. Kitts and Nevis) and the City Drug Store (Nevis) Limited will receive $50.00 off their mammograms.
Dr Mark Hodge, a certified and trained radiologist, in the Sands Complex, has partnered with TDC in allowing 50 vouchers to be issued to customers; who will pay $250 for their mammogram instead of three hundred dollars ($300).
About 1 in 8 U.S. women (just under 12%) will develop invasive breast cancer over the course of her lifetime. Breast cancer in men is a rare disease. Less than 1% of all breast cancers occur in men. For men, the lifetime risk of being diagnosed with breast cancer is about 1 in 1,000.
In store, the TDC “Think Pink” promotion, will give 20% of all the “pink” items and items bearing the “pink ribbon” logo. On Saturdays they will have free screening in-store between the hours of 10:00 am and 12:00 pm.