Communications consultancy The B Collective has been named as public relations sponsor by Dubai-based community fitness & wellness company IGNITE for its annual breast cancer awareness event, Pink is Punk. 

Held annually in October during Breast Cancer Awareness Month, the extremely popular fun run & swim event aims to raise awareness of breast cancer as it also raises funds for Brest Friends, a grassroots organisation affiliated with the Al Jalila Foundation. 100 per cent of the proceeds from the event will be donated to the organisation to support activities and programmes that include support groups, early detection campaigns, the facilitation of medical treatment and locally-based research into the epidemiology of breast cancer in the UAE.

This year’s edition will be the fifth year that the event will take place. As communications sponsor, The B Collective will provide media relations support in the lead up to, and during the community event.

“As a homegrown UAE business with deep experience in the sports, wellness and philanthropy sectors, we are honored to offer our expertise and support to such a meaningful and much-loved community event and in-turn lend our support to raising awareness and funds for those affected by breast cancer,” said Dawn Barnable, Managing Director of The B Collective.