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30,000 Runners Became Pink Missionaries to Prevent Breast Cancer

CSR 2011-11-08

The Pink Ribbon Love Marathon was held with big success on October 9 at the Yeouido Park Culture Ground in Seoul. The event, organized by AMOREPACIFIC (President and CEO Suh Kyung-bae), has been  held to raise awareness of early diagnosis and offer useful information regarding breast cancer. This year, an overwhelming 30,000 participants helped spread the importance of breast health in five different cities – Seoul, Busan, Daejeon, Deagu and Kwangju where it was held simultaneously. The money raised through participation fees and AMOREPACIFIC’s Matching Gift system totaled KRW 260,000,000, and it was donated to the Korea Breast Cancer Foundation for breast cancer prevention and treatment research.

During the Seoul event, 13,000 participants wearing a pink t-shirt specially designed for “breast cancer self-diagnosis” filled the Yeouido Park. Before the marathon, the participants enjoyed themselves by learning the “Pink Motion”, a dance exercise jointly developed by AMOREPACIFIC, Korea Breast Cancer Society and professional dancers to experience how to manage breast health. In addition, “Spreading the Pink Ribbon” ceremonies were held in five cities simultaneously featuring banners displaying campaign messages.

Special guests included AMOREPACIFIC model Min-Ah Shin (model for HERA), In-Sung Cho (model for HERA Homme), pianist and professor Hye-Kyung Suh (honorary ambassador of Korea Breast Cancer Foundation), and actress Doo-Shim Gho (supervisor of Korea Breast Cancer Foundation).

Other attractions included performance by popular band “Can”, caricature booths to print out and upload pictures taken on site and other events for participating families to enjoy. A free breast cancer consultation booth offered the opportunity to examine breast cancer and educate people on how to self-diagnose breast cancer.

First held in 2001, this year marks the 11th year for Pink Ribbon Love Marathon in which all family members participate to raise awareness of breast cancer and think about the precious health of women who are mothers as well as wives. The event was hosted by Korea Breast Cancer Foundation, conducted by AMOREPACIFIC and sponsored by Ministry of Health & Welfare, Ministry of Gender Equality & Family and Korea Breast Cancer Society. All participation fees were donated to the Korea Breast Cancer Foundation to be used for breast cancer prevention and treatment research. A total of 185,000 participants have taken part of the event since 2001 and KRW 2.4 billion has been donated to spread the awareness of health and well-being.