A bag of Kohberg buns designed to raise a smile and money for a Danish breast cancer charity. A Kohberg spokeswoman said that for the past three years the company has supported breast cancer in Denmark. Este Lauder has launched a similar charity project in China, promoting awareness and the importance of early detection of the ailment. Provided to China Daily

SHANGHAI / BEIJING - CCTV anchor woman Yang Lan and Shen Xiangmei, general manager of Este Lauder China, launched the 2011 Pink Ribbon Campaign last month with a glittering ceremony at Shanghai Bund Origin, an iconic building in China's most prosperous city.

It is the 19th year the campaign for breast cancer care has been run. It was founded by Evelyn Lauder, the late senior vice-president of Este Lauder Companies Inc, and Alexandra Penny, then editor in chief of the US magazine Self, in 1992.

Since Este Lauder brought the worldwide health campaign to China in 2003, the cosmetic giant has been dedicated to promoting awareness and the importance of early detection of the ailment in China as well as raising funds to support research into it.

This year, Este Lauder revealed the new theme - Together, Connect, Communicate, Conquer. For a future, free of breast cancer. This year's campaign emphasizes the power of many millions of people joining together around the world with one voice to spread the all-important message of breast health and that early detection saves lives.

Some progress has already been made. For example, Este Lauder joined hands with Shanghai Anti-cancer Development Foundation, a local nongovernmental cancer prevention organization, to establish Pink Ribbon Poverty Fund for Breast Cancer to help patients with financial difficulties to get effective treatment at a timely stage.

Moreover, this foundation also carried out a wide range of educational programs, including encouraging outstanding young physicians to participate in international academic activities and supporting domestic breast cancer research. These activities contributed to the development and popularization of preventing, detecting and curing breast cancer in China.

However, problems still exist, with the number of women suffering from breast cancer in China rapidly growing in recent years, especially in large cities. Shao Zhimin, an expert from the Shanghai Tumor Hospital, said: "Despite the relatively low incidence in developed countries, breast cancer is still listed as the most lethal killer of women in major cities such as Shanghai."

Este Lauder is not alone. More and more enterprises are taking an active part in this campaign in China.

GE Healthcare China, part of General Electric Co, launched its Pink Ribbon initiative at the end of October, aiming to build a comprehensive system of prevention and treatment of breast cancer by raising public awareness of this disease, propelling technical innovation and facilitating implementation of general screening.

In order to better facilitate the implementation of breast cancer screening, GE Health China signed a letter of intent with China Maternal and Child Health Association (CMCHA) to jointly explore efforts in building a three-tiered prevention, treatment and awareness system specially for China.

They will conduct a pilot program in Guangdong province first and then attempt to further expand to build up a nationwide breast cancer screening network.

"We hope our cooperation with CMCHA can help lower the incidence rate of breast cancer among Chinese women effectively and contribute to women's health and happiness," said Rachel Duan, president and chief executive officer of GE Healthcare China.

The three-tiered plan marks a milestone in the development of general breast cancer screening in China, said Zhang Wenkang, president of CMCHA.

Once the system is established, the breast health of women, including those in underdeveloped or remote areas, will be guaranteed, he added.

Bra maker Wacoal China Co Ltd and Shanghai Women's Store co-launched two different courses for ordinary women and those who have had mastectomies. They issued instructions on the correct use of bras and distributed free pink ribbons and breast cancer prevention and cure brochures, including advice on healthy lifestyles.

"Although the incidence of breast cancer has increased, because our awareness of it has been raised, death rates have been declining," said Shao.

Based on years of experience in the clinical treatment of breast cancer, Shao said women should pay more attention to their bodies and learn basic methods of self-examination to identify any sign of cancer at the earliest possible moment.