Page 84 - ABIHPEC ANUARIO 2018

84 SOCIAL RESPONSIBILITY 2018 YEARBOOK

ACCORDING TO INCA - THE BRAZILIAN NATIONAL CANCER INSTITUTE, THE INCIDENCE OF CANCER
IN THE WORLD HAS GROWN 20% IN THE LAST DECADE. ABOUT 59,700 NEW CASES OF BREAST
CANCER ARE EXPECTED TO OCCUR IN WOMEN IN 2018, ACCORDING TO THE ESTIMATE OF THE
2018 PUBLICATION - INCIDENCE OF CANCER IN BRAZIL. THIS AGGRESSIVE FIGHT AGAINST CANCER
OFTEN BRING UNWANTED SIDE EFFECTS, MAINTAINING SELF-ESTEEM AND QUALITY OF LIFE ARE
IMPORTANT WEAPONS FOR A SUCCESSFUL TREATMENT.

Existing for seven years this is the motto that or- broadcast themed videos on Youtube channels,
chestrates the performance of De Bem Com Você to present De Bem com Você - the Beauty against
- Beleza Contra o Câncer, a project managed by cancer. Joyce Kitamura, Luiza Gomes and Marai-
the ABIHPEC Institute. The project consists in sa Fidelis expanded the access to the service and
the holding self makeup workshops for patients thrilled their viewers with human and dedicat-
under cancer treatment, promoting their self-es- ed coverage of this beautiful action.
teem and the appreciation of well-being, a real
need that helps to overcome these harsh moments Also within the Project’s expansion planning
while they are searching for a cure. the cooperation agreement with Flávia Flores,
from the Chemotherapy & Beauty Institute was
Its growth is visible and of great relevance renewed, which will continue her action as the
for society: in its first year of existence, the proj- Project Ambassador.
ect helped 400 patients. In 2017 alone, 4,410 pa-
tients benefited (a 45.6%growth when compared In addition, in 2017, the ABIHPEC Insti-
to 2016). Since the program began, more than tute invested in the training of its volunteers,
12,000 patients have been helped. by editing and printing the Volunteer Hand-
book, a publication that guides the partici-
Seeking to broaden its presence and recog- pants, ensuring the correct service provision
nition in the social media, an action was taken and response to the diverse needs of the pa-
with the help of "vloggers", professionals who tients and the activity.