Sharjah24: Friends of Cancer Patients (FOCP), the UAE-based civil society organisation dedicated to raising awareness about cancer and offering support to patients, has revealed its new brand identity. The announcement unveiling the new identity and logo was made at the closing ceremony of the UAE Relay For Life Virtual Challenge which took place recently at the Flag Island in Sharjah.
The new development aligns with FOCP’s ongoing endeavours since 1999 in helping cancer patients and their families to overcome challenges and inspiring hope in them during their difficult journey in line with its vision to create a cancer-free world. It reaffirms the entity’s unwavering commitment to raising awareness on the importance of adopting healthy lifestyles and providing inclusive support and care during treatment and recovery.
The ceremony organised in line with the celebration of UAE's Golden Jubilee saw the participation of Her Excellency Sawsan Jafar, Chairperson of FOCP and Director of its Board of Directors; Her Excellency Sheikha Lubna bint Khalid Al Qasimi, founding member and Vice Chairperson of FOCP's Board of Directors; Her Excellency Dr. Omar Al Hammadi, FOCP Board Member; Her Excellency Khawla Al Serkal, FOCP Board Member; representatives of sponsors, a host of cancer survivors, as well as students and staff of public and private entities.
The UAE Relay for Life fund-raising walkathon aims to assist and support cancer patients, survivors, and healthcare providers, and to raise awareness about the importance of fighting cancer. This year's event, held virtually, comprised five challenges that engaged individuals and entities from the UAE and around the world. The steps taken by every participant were calculated through the Relay for Life smart app and the official sponsor of the event donated for each step.
New brand identity prioritises hope
In a message announcing the new brand identity, Her Excellency Sawsan Jafar, Chairperson of the FOCP Board, said: “Since its inception in 1999, under the directives and support of Her Highness Sheikha Jawaher bint Mohammed Al Qasimi, wife of His Highness the Ruler of Sharjah and Chairperson of the Supreme Council for Family Affairs , FOCP has achieved a paradigm shift in realising its key objective of supporting cancer patients, raising awareness on prevention and promoting a healthy lifestyle among the community.”
“Building on our considerable achievements, we continue to take important steps building on the trust that our community has placed upon us to accomplish even more. The new brand identity of our organisation prioritises hope, and enables us to devise even more efficient ways to provide support and raise awareness to prevent cancer. It reflects our continuing efforts to assist patients and their families, while motivating donors and the community to contribute generously to this noble cause,” .
Her Excellency Sawsan Jafar noted that UAE Relay for Life aims to celebrate individual as well as community health and wellness. Since its inception in the UAE in 2017, the challenge has so far attracted more than 8,400 participants, bringing together sponsors, organisations, and community members in solidarity to achieve FOCP’s goals and vision.
UAE Relay a creative way to promote societal development
Her Excellency Sheikha Lubna bint Khalid Al Qasimi, founding member and Vice Chairperson of FOCP's Board of Directors, said: “Under the vision and directives of His Highness Sheikh Dr Sultan bin Muhammad Al Qasimi Member of the Supreme Council and Ruler of Sharjah, and his wife, Her Excellency Sheikha Jawaher bint Mohammed Al Qasimi, Sharjah’s entities have always been committed to promoting societal development to meet the community’s needs and ensure their prosperity and wellbeing with a focus on health. Friends of Cancer Patients was founded to achieve this goal. Relay for Life (RFL) was launched to educate community members and raise their awareness about cancer and its impact on individuals, families and society.”
“Relay for Life creatively embodies societal development that is based on partnership between individuals and entities of the public and private sectors. With the remarkable success the initiative has achieved so far and the great interest it has attracted, Relay for Life has become a model that can be applied in many different areas apart from cancer awareness and prevention,” Sheikha Lubna added.
Community solidarity
Demetri Tsiropoulos, Crescent Petroleum, the main sponsor of RFL, said: “We are proud of our partnership with the Friend Of Cancer Patients which has always been committed to supporting cancer patients in their fight against the disease. Relay for Life aims to promote community solidarity with patients and to remember the loved ones lost to cancer.”
Tsiropoulos thanked FOCP for its efforts to empower the community by removing the cultural and social stigma associated with cancer and enhancing UAE’s role in the global fight against cancer.
International humanitarian initiative
Dr. Sawsan Al Madhi, Director General, FOCP said: “Relay for Life began in the USA in 1985 when Dr. Gordy Klatt walked for 24 hours around a track in Washington, raising money to fund his cancer charity and raise awareness of cancer. Since then, RFL has become the largest fundraising event for cancer in the world. In 2017, FOCP hosted the region’s first-ever Relay for Life event to support cancer patients and empower survivors, as well as to generate funds to help more patients, their families and caregivers.”
“FOCP facilitated the ‘RFL UAE’, a smart application that raises community awareness about the disease and allows people to keep fit while raising funds to support those affected by cancer. Around 8,400 participants have walked more than 775 million steps since 2017,” Dr. Sawsan Al Madhi concluded.
Inspiring survivor stories
Two cancer survivors shared their inspiring stories of hope and courage and described their personal struggles with treatment, thanking FOCP for the emotional and financial support that made their journey less arduous.
Survivor Raneem gave an inspiring and motivating speech about her discovery of the disease two years ago while she was in grade 12, but she had decided from the beginning not to surrender, and rather to resist it with a lot of hope. She said: “I underwent a surgery to remove the malignant tumor, but the disease came back again. With the support of my family and FOCO, I was more optimistic. Although the chemotherapy doses were strong, I was stronger. Thank God, I overcame the disease and recovered.”
Joanna shared her journey to recovery with the support and care of the FOCP, noting that the organisation was like her family. She said: “FOCP followed up on all the necessary procedures of treatment and provided me with emotional and financial support until my full recovery.’
Luminarias of Hope
The ceremony saw attendees lighting hundreds of luminarias in memory of those who lost their lives to the disease and also to support those battling it. It also organised entertainment and musical performances for patients.
Video on new brand identity
The ceremony featured a video about the organisation’s new brand identity, including its new slogan, which reflects its commitment to helping cancer patients and their families and supporting the efforts of donors and society. The new brand identity also embodies the charity’s vision to promote compassion and hope based on the principles of care, collaboration, inspiration, and excellence in leadership.
Winners and sponsors awarded
The Board Members of FOCP honoured the 20 top participants of the Relay for Life Virtual Challenge as well as the event’s sponsors, including Crescent Petroleum, Sharjah Investment and Development Authority (Shurooq), Oasis Mall Sharjah, Al Jawaher Reception and Convention Centre (JRCC), Sharjah Health Authority (SHA), Sharjah Children and Qimah volunteer team.
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