Avika White has launched the maiden edition of its breast cancer awareness campaign, dubbed “Market of Hope: Creating Breast Cancer Awareness, Prevention, and Early Detection”, at the Mallam Atta Market in Accra.

The event, held as part of Breast Cancer Awareness Month, drew more than 1,000 participants including healthcare professionals, survivors, policymakers, market women, and members of the public.

Founder and CEO of Avika White, Serwaa Sarfo Mensah, Esq., in her opening remarks, underscored the urgent need to intensify education on breast cancer across all demographics. She stressed that breast cancer affects both men and women and urged everyone to stay informed and proactive.

“Breast cancer does not discriminate between men and women. Everyone must be informed and vigilant,” she said.

She added that early detection remains one of the most effective ways to reduce the severity of treatment and improve survival rates. According to her, many advanced breast cancer cases in Ghana could have been prevented through timely screening and proper education.

Sarfo Mensah further called for broader collaboration in tackling the disease, urging individuals, institutions, and stakeholders to play an active role.

“Taking a stand against breast cancer is not just about fighting a disease; it is about saving lives and strengthening our healthcare system,” she noted.

Representing the Vice President, policy advisor to the Office of the Vice President, Mariam Iddrisu, reaffirmed government’s commitment to improving healthcare access for women, especially those in markets and underserved areas. She announced the rollout of free primary healthcare programmes to promote early detection of diseases such as breast cancer.

“The government is prioritising access to early screening and diagnosis through our free primary healthcare policy. This will be essential in identifying conditions like breast cancer at treatable stages,” she said.

Iddrisu also revealed plans to enhance water, sanitation, and hygiene facilities in health centres, particularly those serving female traders. She cited the Ghana Medical Trust Fund, also known as Mahama Care, as a key intervention to support patients unable to afford specialist cancer treatment.

She further highlighted the government’s 24-hour economy policy, describing it as a means of improving round-the-clock healthcare access.

“The 24-hour economy aims to ensure comprehensive healthcare is available around the clock, especially for emergencies and critical cases,” she added.

More than 200 individuals were screened on-site during the event. The campaign was supported by 29 organic volunteers, mainly students from the University of Ghana Medical School, as well as medical doctors and doctors of pharmacy. Two breast cancer survivors shared their stories, while representatives from the 37 Military Hospital also participated.

In her closing remarks, Serwaa Sarfo Mensah reiterated that fighting breast cancer requires unity and sustained effort.

"Taking a stand is about saving someone’s life. It’s about building a healthier and stronger Ghana, one family at a time,” she said.

The “Market of Hope” campaign will continue across other markets nationwide, providing education, screening, and support to communities in the fight against breast cancer.