Last month we celebrated Breast Cancer Awareness month as it aims to highlight the importance of attending breast screenings in detecting breast cancer as early as possible. Pinktober initiative is an effort that Vodafone Fiji Limited has supported from day one to raise awareness for breast cancer through education on symptoms and treatment. Throughout the past years we have been commitment towards the month long Pinktober campaigns. A number of initiatives were taken throughout the month of October to create awareness on breast cancer as well as raised funds that that were handed over to Fiji Cancer Society. As part of our CSR and as a corporate citizen, we believe that we all have a part to play in the fight against breast cancer and as the theme “No one fights it alone” we are equally committed to making that difference in the lives of those affected by the disease as well as encouraging our staff and people to do “self-checks” and the benefits of early detection of this deadly disease. In the Pacific, many women diagnosed with this disease are usually unable to detect breast cancer at an early stage, let alone affording treatment. Encouraging women to get early check-ups, and labeling early detection as the best way to combat breast cancer has made a huge difference in the lives of women suffering this disease. The launch is the beginning of a number of initiatives that had been planned for months. The launch kick started with our fundraiser with a High Tea planned for next week followed by staff initiatives such as bring and buy, fun run, design a bra competition, talent quest amongst others. Vodafone always has, and will continue to support such causes in order to give back to the community. In 1993 Evelyn Lauder, Senior Corporate Vice President of the Estée Lauder Companies, founded The Breast Cancer Research Foundationand established the pink ribbon as its symbol, though this was not the first time the ribbon was used to symbolize breast cancer: a 68-year-old California woman named Charlotte Haley, whose sister, daughter, and granddaughter had breast cancer, had distributed peach-color ribbons to call attention to what she perceived as inadequate funding for research. In the fall of 1991, the Susan G. Komen Foundation had handed out pink ribbons to participants in its New York City race for breast cancer survivors.