JEDDAH: Saudi businesses have joined the annual October drive to think pink with increasingly innovative ways to help raise awareness about breast cancer. Every year the pink ribbon symbol is used around the world to represent solidarity with breast cancer sufferers and show charity support for the health movement. The condition is a leading cause of cancer-related deaths among Saudi women, and the annual global awareness campaign highlights not only the challenges and threats posed by the disease but also new research on prevention, diagnosis, and treatment. And whether offering a free checkup or a unique October product, Saudi firms have been at the forefront of the monthlong pink link push in the Kingdom. Shaimaa Waleed, owner and founder of Jeddah-based Woow ice cream shop, has created a special edition of pink ice cream to mark the occasion. She said: “I learned that one-out-of-eight women are diagnosed with breast cancer, and I wanted to remind women that they need to get checked as part of the awareness campaign for early detection. “So, I came up with a marshmallow-flavored pink ice cream with marshmallow pieces in it, only served this month.” Waleed added that the cause was close to her heart as a friend had died from the disease, and she advised every woman to get a checkup. “You are precious and your health matters to us, and because you are half of the society, get the early examination, it may be a reason to save your life.” Jeddah-based Ward and Balloon filled its shop window display with pink flowers and has been offering discounts on everything it sells that is pink to support the cause. Shatha Abdulhaleem, the business’ founder, told Arab News: “This awareness campaign hits close to home. I have some women in my family who were diagnosed with cancer, and I think it is very important to remind people of the matter using my business too.” Meanwhile, Fighters, an all-women’s gym, has illuminated its machines with pink lights and pink equipment to celebrate survivors and support fighters of the disease. The gym is also offering big discounts for new female members. Moayyad Al-Tayyeb, the gym’s owner, said: “One of the causes of breast cancer is obesity. In my gym we support and encourage all our clients to have a healthy lifestyle and a better future.”