When it comes to breast cancer, timing matters. And this Pink October , the month dedicated to raising awareness about breast cancer prevention and early diagnosis, Hospital da Luz wants to focus precisely on the importance of acting in time. Through its “Right on Time” campaign, the hospital is bringing the prevention message to the Lisbon Half Marathon, offering 500 breast cancer screening mammograms across the Hospital da Luz Network, and turning every kilometer covered by its team into a donation to EVITA - Hereditary Cancer Association. At the race, taking place on 11 October in Lisbon, every step will be a call not to postpone recommended screening exams. Hospital da Luz healthcare professionals, influencers and members of the Hospital da Luz Running Club will take them to the streets of the capital wearing a limited-edition T-shirt created especially for the occasion. At the end of the Lisbon Half Marathon, the total distance covered by the group will be converted into a monetary donation and given in full to EVITA, an association dedicated to supporting people and families affected by hereditary cancer. In addition, proceeds from the sale of the campaign T-shirts and other branded merchandise will also be donated entirely to the association. These items will initially be available at the Hospital da Luz stand during the three days of the Sport Expo, the sponsor exhibition of the Lisbon Marathon. But the campaign goes beyond fundraising. Through the influencers participating in the initiative, Hospital da Luz will provide 500 breast cancer screening mammograms across its network, turning awareness into tangible care. “With this initiative, we want to remind women that prevention begins with the attention they give themselves. But by bringing together health, art and sport, we are also fulfilling our mission and social responsibility to contribute, through what we do best, to the health and quality of life of everyone,” says Pedro Líbano Monteiro, Executive Board Member of Hospital da Luz Lisboa . The connection between art and health also extends to Hospital da Luz Lisboa, which from 19 October onwards will host an exhibition by Madalena Passeiro . As part of the hospital’s Pink October programme, the exhibition continues the artist’s involvement in this initiative. A Work of Art that Celebrates Every Body The artistic dimension of the breast cancer campaign began with an invitation to artist Madalena Passeiro , who created an original artwork dedicated to feminine strength and beauty, wrapped in the colours of Hospital da Luz. The illustration is at the heart of the entire initiative, appearing on the T-shirts worn during the marathon as well as on the solidarity merchandise available for purchase at the Sport Expo. “This artwork was born from the idea of creating Maria, a female figure dressed in pink against a background featuring the colours of Luz, colours that represent an embrace, connection and welcome. Maria da Luz therefore symbolises care, hope and dedication to those who know best: the Hospital da Luz professionals who support so many women facing this situation,” explains Madalena Passeiro . For EVITA, the campaign’s strength lies in combining health literacy with social mobilisation. Tamara Milagre , President of the association, highlights: “Prevention begins with information, identification, proper follow-up and timely access to healthcare. Initiatives such as ‘Right on Time’ help keep both sporadic and hereditary breast cancer at the centre of the conversation and turn awareness into concrete action. By bringing together health and social mobilisation, this campaign reminds us that understanding our bodies, knowing our family history of cancer and seeking specialised counselling can make all the difference.” More than a race, “Right on Time” is an invitation to all women to look after themselves, care for their health and remind others that they deserve that same care too.
