Raising awareness, one pink campaign at a time

October is Breast Cancer Awareness Month and Relax Gaming, under the leadership of Content Manager Kirsten Multani and a dynamic marketing team, has launched a video aimed at educating and inspiring viewers into action. This short educational video takes a refreshing and engaging approach, driving breast cancer awareness in a way that is both enlightening and uplifting. Marija Hammon, CMO of Relax Gaming, emphasises the importance of using their platform for such impactful initiatives. “This year, we wanted to use Pink October as an opportunity to drive awareness through the creation of an educational campaign, delivering an incredibly important message in an easily digestible format,” said Hammon. She elaborates on their mission, stating, “We’re leveraging our position and voice within the industry to amplify content of this nature to the community, and our aim is to create as much dialogue (and action) around this important cause as possible.”

Campaign receives support and feedback

The campaign has received overwhelming support and positive feedback from several leading organisations. “We have received so much positive feedback and support from leading organisations, including Women in Gaming Malta, Women in Gaming Africa, SBC WE, All-in Diversity, Saroca, and many others. We hope the message reaches as many people as possible!” Hammon shared. Kirsten Multani, who led the content creation, highlighted the educational focus of the video. “We wanted to go a step further this year and help educate women on the important signs to be aware of, because we all know we need to check our breasts regularly, but do we know what to look for?” Multani explained. “We also wanted to do it in an uplifting, light way so we created this short video to spread awareness, and hopefully save a life.” Relax Gaming continues to use its industry influence to advocate for important causes, with this campaign marking another step in fostering awareness and encouraging preventive actions in the fight against breast cancer.

What is Pink October?

Now celebrated globally, Pink October serves as a time for various activities and events to raise awareness about breast cancer, promote early detection through screening, and fundraise for research, prevention, diagnosis, treatment, and care. Countries across the world participate in campaigns, from lighting landmarks in pink to organising walks and runs, to educate people about the disease and honour those affected by it. The pink ribbon, now an iconic symbol of breast cancer awareness, was introduced in the early 1990s. The movement gained significant momentum when Evelyn Lauder, of Estée Lauder, and Alexandra Penney of Self magazine established the pink ribbon as an international symbol in 1992. Lauder also founded The Breast Cancer Research Foundation in 1993 to help fund innovative research.

Engaging in awareness campaigns and fundraising projects, such as the work carried out by the SiGMA Foundation, is essential for the industry as part of its Environmental, Social, and Governance (ESG) efforts. These initiatives reflect a broader commitment to social responsibility, allowing companies to contribute positively to the communities they serve, drive meaningful change and address important societal issues. This involvement not only strengthens the industry’s reputation but also fosters trust and goodwill among stakeholders, including customers, employees, and local communities.

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