ShanabLaunchesInternational ‘Kick Cancer’ Campaign in UAE with Football Stars Luis Suarez & F2 Freestylers

#KickCancer2018

Dubai, UAE (March20, 2018) –Kick Cancer, a new campaign from Shanab, a men’s health initiative by Friends of Cancer Patients (FOCP) UAE that addresses prostate and testicular cancer was launched on March 20 at Novo Cinema, Dubai Festival City. The event was attended by Shaikha Amal Al Maktoum; HESawsanJafar, Chairman ofFOCP Board of Directors; HE AnasBukhash, Board of Directors Member, FOCP;H.E. Nuha Mohammed Safar, Member of FOCP Board of Trustees; Dr. Sawsan Al Madhi, Director General of FOCP; Haya Merai, Kick Cancer Project Manager at FOCP; F2 Freestylers;Kris Fade and Freddy Kanoute.

Kick Cancer campaign aims to tap into the emotive force of football as a catalyst to effect positive change and awareness about prostate and testicular cancer. With a series of activations, including celebrity endorsements from international football players such as Luis Suarez and renowned football duo F2 Freestylers, the #BinChallenge which is a viral activations that allows anyone and everyone from all over the world to be part of this innovative campaign, and school outreach programmesacross the UAE, Kick Cancer utilizes the adhesive power of the sport to communicate the positive message “from good football, to football for good.” The campaign will educate the general public on prostate and testicular cancer, encourage regular screening, and raise funds to support the work of FOCP in the UAE.

The facts speak for themselves. Studies conducted by MacMillan and supported by the American Cancer Society show that 1 in every 3 males will be diagnosed with cancer in their lifetime, while an estimated number of almost 1.74 million people in the US will be diagnosed with cancer in 2018, equating to a staggering 4,700 new diagnoses every single day. That figure rises to over 14 million annual cases worldwide and is projected to rise to 24 million by 2035.In the UAE, a report from 2015 released by the Health Authority Abu Dhabi (HAAD) confirms that 20% of all cancer diagnosed annually among males in the UAE is prostate cancer, with rates even higher in neighboring Gulf countries, indicating a lack of prostate cancer awareness among the population. The Kick Cancer campaign aims to spread the message that early detection saves lives, and that simple self-examinations and regular screening can be the difference between life and death.

Early detection is the key to a positive outcome, as it was for international footballer Jonas Gutierrez and many cancer patients like him. The Newcastle and Argentina footballer first realized something was wrong after a collision with Arsenal defender BacarySagna in 2013 and was diagnosed with testicular cancer later that year aged 30. He had surgery but the cancer returned in 2014 and he underwent chemotherapy. His battle against cancer was not made public until September 2014, but due to early detection, he was declared cancer free two months later. He returned to Newcastle and scored for the Magpies in the final game of the season, and subsequently played in Spain’s La Liga. Jonas continues to play in Argentina’s premier division.

Bruno Metsu, manager of Al Wasl football club in the UAE, unfortunately was not so lucky. The former Senegal and UAE coach was diagnosed with primary colon cancer just three months after replacing Diego Maradona at Al Wasl FC in 2012. At the time of diagnosis, the cancer was already in the terminal stage and had metastasized to his lungs and liver. He was given three months to live. He underwent chemotherapy to treat the cancer and spent the last few months of his life combatting the cancer in his native France, but Metsu succumbed to the disease in October 2013. This was a big loss that could have been avoided with “early screening and detection.”

The innovative and global Kick Cancer campaignaims to empower men of all ages to speak up in relation to the issue by harnessing and amplifying football’s power as a force for good. Combining a relevant, purposeful and powerful social message with the influence of football celebrities to bring people together for a common cause, the Kick Cancer campaign will raise awareness and like the sport itself, change lives for the better.

Barcelona FC striker Luis Suarez actively participatedin the campaign by starring in a public awareness ad( produced by FOCP UAE. The incredible F2 Freestylers, dubbed the “world’s best soccer duo,” will also play their part in spreading the message to their substantial online following. Demonstrating the #BinChallenge on their channels, which include over 7 million YouTube subscribers and 4.8 million followers on Instagram, and encouraging everyone to take part, the F2 Freestylers will also make appearances inthe UAE producing ten videos at the activation siteswith the support of local and regional influencers.

The #BinChallenge will leverage social platforms to not only spread the message of Kick Cancer, but to encourage everyone to get involved. The most creative posts may even get the chance to win special prizes. The challenge is easy, just use your skills to kick a football symbolizing cancer into a bin,post on social media and tag three friends challenging them to do the #BinChallengeto support #KickCancer2018 for #FOCPUAE.

Football is an incredibly powerful inter-cultural adhesive which can be used to celebrate shared values, diversity and tolerance. Everyone can participate in the Kick Cancer campaign and spread the message “from good football to football for good” by completing the #BinChallenge, donating to FOCP to help provide access for treatment to cancer patients, and encouraging men to begin annual screening for prostate and testicular cancer. Testicular cancer is the number one cancer in young men between the ages of 15 and 35, while prostate cancer is most prevalent in males above 40 years of age. These facts alone are significant and show that cancer can affect all age groups.

For more information, visit or join us in our ongoing social media conversations via Facebook, Instagram and Twitter@KickCancerUAE, #KickCancer2018 #BinChallenge #FOCPUAE.

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About Shanab

A Men’s Health Initiative-Prostate Cancer and Testicular Cancer

Shanab is a men’s health initiative that falls under Friends of Cancer Patients’ umbrella initiative “Kashf” for early detection of cancer, addressing prostate cancer and testicular cancer. Launched in November 2014, Shanab; moustache in Arabic, chiefly addresses testicular cancer and prostate cancer with a complementary focus on men’s mental health. It highlights the importance of early detection and endeavors to eliminate stigmas surrounding both types of cancer. Shanab aims at raising awareness among the target audience about the major health issues men face. It further encourages men to share their health concerns with their surroundings. Being the most common type of cancer among young men (15-37 yo), most of men are completely unaware of testicular cancer. Worldwide, there are 48,500 new patients diagnosed with testicular cancer each year; 8,900 of these men will die. As for prostate cancer, it mainly occurs in older men. About 6 cases in 10 are diagnosed in men aged 65 or older, and it is rare before age 40. The average age at the time of diagnosis is about 66. Both types of cancer are curable if detected at the early stages. Shanab, in light of this, stresses the significance of self-examination in detecting testicular cancer. Similarly, DRE (Digital Rectal Examination)/PSA (Prostate Specific Antigen) are two major exams for early detection of prostate cancer. Shanab seeks to collaborate with various government and private entities including health authorities, corporates, sporting associations and the like, in an attempt to maximise the scope of awareness and promote a culture where health comes before any other considerations.

About Friends of Cancer Patients (FoCP)

Friends of Cancer Patients (FOCP)is a UAE based non-profit organization founded to raise awareness about cancer, minimise its impact throughout the UAE and deliver financial and moral support to cancer patients, their families and caregivers.

Her HighnessSheikhaJawaher Bint Mohammed Al Qasimi, wife of the Ruler of Sharjah is the founder and a patron of FOCP. She is also the International Ambassador of the World Cancer Declaration for Union for International Cancer Control (UICC). FOCP has earned widespread recognition and awards from leading institutions locally, regionally and internationally including for its successful nationwide Pink Caravan Breast Cancer awareness initiative