Breast cancer has long been a threat to the women of Pakistan, hidden behind the curtains of social stigma and misinformation. Today, however, thanks to the relentless efforts of Pink Ribbon, we are beginning to see light at the end of the tunnel. Although significant progress has been made in raising awareness and breaking taboos, the battle is far from over.

Breaking the silence

When breast cancer awareness campaigns first began in Pakistan, the effort was met with extreme resistance. Open discussions about breast cancer were seen as vulgar. Even the media hesitated to talk about the issue. Community outreach sessions were often disrupted by angry reactions, with some people accusing campaigners of indecency for showing images relevant to the disease.

In colleges and universities, institutions that could have played a key role in education, administrators were often unwilling to allow breast cancer awareness events. Even progressive educational institutions refused to host discussions, largely due to the social stigma attached to the disease. There were cases where families delayed treatment for fear that the diagnosis would ruin marriage prospects for daughters or sisters.

Social taboos

Beyond institutional resistance, deeply ingrained cultural beliefs created additional hurdles. Many women believed that breast cancer was a curse, linked to immoral behaviour or witchcraft. Fear and ignorance led some women to hide their diagnosis entirely. Others were more concerned about how their illness would impact family reputation than their own health.

This silence and lack of understanding about the disease meant that many women were diagnosed at later stages when treatment options were limited. Some patients even believed that the disease could be “caught” from their spouses, adding another layer of fear, isolation and the risk of divorce.

Turning the tide

Despite these early challenges, the Pink Ribbon campaign has made remarkable progress since its launch in 2004. Thanks to awareness drives, there has been a 500 percent increase in mammograms across the country over the past two decades—a massive achievement given the lack of healthcare infrastructure. This surge in screening has led to earlier diagnoses and better survival rates.

Additionally, clinics have seen a 30 percent increase in patient turnout, indicating that more women are now seeking help without fear of stigma. This increased participation in healthcare services is one of the campaign’s most significant successes, showing that the awareness is finally reaching the masses.

Ongoing challenges

However, challenges remain. Despite the progress, cultural stigma surrounding breast cancer is still prevalent, especially in rural areas where many women hesitate to get screened. The lack of female healthcare providers continues to be a major barrier to treatment, particularly in conservative communities where women prefer female doctors.

There are also significant gaps in healthcare infrastructure. Pakistan still has far too few mammogram machines and cancer treatment centres than needed, making access to early detection and treatment difficult for large segments of the population, especially in low-income areas.

To address this, Pink Ribbon is establishing Pakistan’s first dedicated breast cancer hospital in Lahore, which will provide state-of-the-art diagnostics and treatment facilities, staffed entirely by women.

What more can be done

While much has been achieved, the fight against breast cancer is far from over. Moving forward, the focus must shift to promoting early detection. Making mammograms mandatory for women over 40, as advocated by Pink Ribbon, could dramatically improve early detection rates and save countless lives.

Prevention is another key area that needs attention. Campaigns promoting healthier lifestyles and awareness of dietary risks must be intensified. The food we eat and the habits we adopt play a significant role in cancer prevention. This message needs to be reinforced at every level.

Government support is critical. While there has been occasional support from the governments, it has often been inconsistent. Sustained political commitment is required to improve healthcare access, subsidise cancer treatments and promote early detection. Policies that make breast cancer a national priority year-round—not just in October—are essential for long-term progress.

Just the beginning

The silence surrounding breast cancer has been shattered; and this is no small achievement. However, this is just the beginning. The real work has yet to start. Sustaining the momentum, expanding access to mammograms and breaking through the cultural stigmas that still surround the disease will require ongoing commitment and action from all sectors of the society.

At Pink Ribbon, we are committed to continuing this fight, ensuring that no woman in Pakistan is left to battle breast cancer in silence. With the continued support of our partners, the government and communities across the country, we can make breast cancer awareness a national movement—and ultimately, save countless lives through early detection and better treatment options.

The journey is far from over, but together, we can and will defeat breast cancer.

The writer is the founder and CEO of Pink Ribbon Pakistan. He has been volunteering for the cause for the last 22 years