Through a bra drive, survivor voices, and hands-on self-exam guidance, Profmed deepens its commitment to women’s health this October.
October comes year after year, and suddenly, millions of pink ribbons come out to honour the countless women whose lives have been forever changed by breast cancer. Every ribbon hides a face, a name, and a story. One of fear, one of resilience, one of survival, and one of loss. This year’s global Breast Cancer Awareness Month supports the theme, Every Story is Unique, Every Journey Matters. This is not just a message, it’s a call to listen.
Figure 1Left Breast cancer survivor Suraiya Nawab, middle Dr Moratwe Masima, medical doctor and Profmed spokesperson, right Justine Lacy, Profmed Clinical Executive.
Profmed has launched the Pink Room campaign that puts lived experiences at the heart of breast cancer awareness. It’s about creating a safe space where real conversations happen, doctors demonstrate self-examinations, and survivors share stories that encourage reflection and action.
Stories that make us pay attention
“People sit up and listen when stories are real,” says Justine Lacy, Clinical Executive at Profmed. “That’s why survivors are at the centre of the Pink Room. Their voices break down fear, normalise conversations, and remind us that breast cancer is not just a disease but a human journey.”
Suraiya Nawab, Profmed member and breast cancer survivor said, “Being diagnosed with breast cancer, I lost my independence. Feeling like you are not going to manage any more. The diagnosis is just the first part, but the treatment is the hardest part. You need to embrace the treatment, so the body will respond to it rather than react to it.”
For some women, that journey begins with a quiet moment in front of the mirror. Dr Moratwe Masima, Profmed spokesperson, says: “Regular breast self-examination empowers women to know their own bodies. By becoming familiar with how their breasts normally look and feel, women are often the first to pick up subtle changes. It’s not a replacement for professional screening, but it’s a proactive step in early detection, which can make a lifesaving difference.”
When Dr Masima demonstrated the self-exam in the Pink Room, she wanted women to see that it is approachable and straightforward. “I hoped to show that self-examination is not complicated or intimidating. I wanted women to feel confident, not fearful, about taking their health into their own hands.”
Breaking silence, breaking myths
The Pink Room confronts myths that keep women silent. “A common misconception is that breast cancer only affects older women, yet younger women can be diagnosed too,” says Dr Masima. “Another myth is that if you don’t have a family history, you’re safe. While genetics play a role, most cases are actually sporadic.”
Survivor stories cut through that silence, showing that early detection matters and that nobody has to face this alone.
Solidarity through the Pink Bra Drive
Alongside the Pink Room, Profmed is inviting South Africans to participate in the Pink Bra Drive. Donated bras are given to women undergoing treatment, offering comfort and dignity during an already difficult time. Each donation is also a visible act of solidarity.
“It’s a way for the community to come together, show support, and spark important conversations,” says Lacy. “Breast cancer is isolating, and when women see that others are standing with them in small, practical ways, it makes a powerful difference.”
Beyond medical cover
For Profmed, this campaign is part of a bigger promise: to walk alongside members in prevention, treatment, and beyond.
“Launching the Pink Room was a key milestone for Profmed this year, demonstrating our commitment to supporting members holistically, beyond standard medical cover,” says Lacy. “The Pink Room provides a safe, trusted environment where women can listen to real and relatable stories, and access relevant resources and meaningful support.”
For the modern professional woman, balancing work, family, and life’s many demands, the message is urgent: “Your health matters and prioritising it isn’t a luxury, it’s essential. Even with demanding schedules, taking time for screenings, self-care, and preventative measures can make a significant difference in the long term,” Lacy says.
Listening, learning, living
This October, Dr Masima and Lacy urge South Africans to remember that every statistic reveals a story. And that story could be a spouse, a colleague, a sister, a friend or even you.
The Pink Room and the Pink Bra Drive are living reminders that breast cancer is about dignity, compassion, and the belief that every journey deserves to be seen and supported.
Profmed encourages women to take ownership of their health, to learn self-exam techniques, schedule screenings, and stand with those on the journey by supporting initiatives like the Pink Bra Drive.
Because when we listen to the stories, we cannot ignore the call to act.