–uniting Guyana in the fight against cancer

IN a continued show of corporate social responsibility, One Communications, formerly known as the Guyana Telephone and Telegraph Company (GTT), officially launched its 2024 Pinktober campaign on Friday at the Pegasus Corporate Centre in Georgetown.
This year’s initiative marks another year of the company’s commitment to raising cancer awareness and supporting those affected by the disease, as part of Cancer Awareness Month.

Pinktober, which began in 2017 under the company’s previous brand, has grown into one of the most impactful campaigns for cancer education, prevention, and treatment in Guyana.
Speaking at the launch, Ian Lewis, One Communications’ Director of Brand and Buzz, highlighted the importance of the annual event in mobilizing communities, organizations, and individuals to join the fight against cancer.
“Our 2023 theme, ‘Many Hands, Caring Hearts’, reflects the collective strength of our community. It is through this sense of unity that we have mobilised individuals and organisations to rally around the cause,” Lewis said, stressing that Pinktober is not just a campaign, but a heartfelt movement dedicated to making a difference.

This year’s campaign, operating under the theme “Many Hearts, One Fight”, will focus on raising funds and awareness across the country, with proceeds going toward cancer treatment and prevention efforts.
One Communications has partnered with key stakeholders in the healthcare sector, including the Ministry of Health and several non-governmental organisations like Champions of Home, the Cancer Institute of Guyana, the Giving Hope Foundation, and the Guyana Cancer Society.

Lewis emphasised the significant impact Pinktober has had over the years, stating, “Together, we have made a lasting impact, reaching thousands of persons across Guyana and providing essential support for cancer patients and their families.” He urged the community to continue supporting the cause through donations, volunteering, or simply spreading the word about cancer awareness.

A central highlight of Pinktober 2024 will be the annual Pinktober Walk, scheduled for October 27. The event, which starts at 06:00hrs from the Everest Cricket Ground, is expected to attract thousands of participants eager to show their solidarity in the fight against cancer.
Additionally, every Friday in October will be observed as “Wear Pink Fridays”, encouraging public participation in raising awareness.

Dr. Lachmie Lall, Director of Non-Communicable Diseases at the Ministry of Health, provided a sobering overview of the cancer statistics in Guyana. She noted that breast cancer remains one of the most prevalent cancers among women in the country, with the number of cases increasing over recent years. According to the Ministry’s data, breast cancer cases jumped from 123 in 2020 to 186 in 2022. Other cancer types, including prostate and cervical cancer, have also shown significant increases, reflecting the need for continued efforts in cancer prevention and treatment.
“Cancer is a disease that does not discriminate. It touches mothers, sisters, daughters, brothers, fathers, sons—everyone,” Dr. Lall said. She emphasised the broader societal impact of each diagnosis, which not only affects individuals but also families, communities, and the national healthcare system.

As part of its fundraising efforts, One Communications has also launched a donation drive, where individuals can contribute by texting the word “donate” to 620-PINK (7465). Each text contributes $500 to cancer initiatives. Corporate donations can be made through the official website, www.onepinktober.com.
With Guyana’s cancer statistics on the rise, Pinktober 2024 aims to rally the nation in support of those affected and continue the vital work of raising awareness, educating the public, and funding cancer treatment and prevention. As Lewis noted, “Every action counts.”