Residents and tourists to Downtown Dubai witnessed spectacular shows in ‘pink’ at The Dubai Fountain all evening yesterday (Friday).

Shams Emaar, the corporate social responsibility team of Emaar Properties, decided to turn the colour of all shows, set by Burj Khalifa and The Dubai Mall, to pink, in a gesture to enhance awareness of breast cancer. The initiative is in line with Emaar’s continued commitment to community welfare initiatives.

Shams Dubai is extending support to the Pink Caravan Ride (PCR) – the annual pan-UAE breast cancer awareness campaign by non-profit, Friends Of Cancer Patients (FOCP), that organises events across the seven emirates each year to heighten people’s awareness about the importance of early detection of breast cancer and offers free breast screenings to thousands of citizens and residents of the UAE.

On PCR’s Dubai Day – March 2, every show at The Dubai Fountain starting 6:15pm was adorned in hues of pink, to bring breast cancer to the forefront of people’s minds, as the PCR continues its weeklong journey to educate everyone – women and men – to spot the early signs of breast cancer. The PCR spent yesterday in Dubai campaigning for awareness and organised several community activities to help people know more about the disease.

From Sunday, March 4 PCR’s fixed medical clinic is set up at The Dubai Mall, on Ground Level, and will be offering free breast screenings and expert medical advice every day from 4–10pm until March 11.