Media personality Naa Ashorkor is leading the renewed campaign by JayKay’s Pink X initiative, which is shifting its focus from breast cancer awareness creation to practical interventions aimed at reducing deaths associated with the disease in Ghana.
The campaign was relaunched on Saturday 10th October 2026 at the Accra City Hotel where organisers and sponsors emphasised the need to translate public education into tangible action, including early detection, access to medical care and support for people diagnosed with breast cancer.
Organiser, Jaykay is also shifting the focus of its Pink X breast cancer campaign from awareness creation to practical interventions aimed at reducing deaths from the disease, with support from the Private Newspapers and Online News Publishers Association of Ghana (PRINPAG).
The renewed campaign was unveiled at an official launch, where organisers outlined a more action-oriented approach to addressing breast cancer in Ghana, stressing the need to translate public education into tangible health outcomes.
Solomon Kwabena Agyemang of Jaykay said the relaunch marked a new chapter for the annual initiative, which seeks to make a meaningful difference in the lives of people affected by breast cancer.
“Today’s event was about relaunching Pink X. It is here to stay, and as the slogan says, it is more than just awareness,” he said.
According to Mr. Agyemang, the campaign is responding to the need for stronger interventions beyond the routine activities associated with breast cancer awareness months.
He noted that while awareness campaigns remain important, their impact must increasingly be measured by their contribution to early detection, access to care and the reduction of preventable deaths.
“We think it’s about time we take action rather than just blowing up the awareness. If we do this every year, we will keep reducing the mortality rate, instead of the awareness growing while the mortality rate keeps increasing,” he stated.
The initiative will climax on October 31, 2026, at Untamed Empire on the Spintex Road in Accra, with activities designed to combine education, recreation and direct support for people living with breast cancer.
Among the planned activities are a sip-and-paint session, free massages, play areas for children and adults, as well as a health seminar expected to provide participants with useful information about breast cancer and the importance of taking personal health seriously.
A key component of the event will be direct assistance to three people diagnosed with breast cancer, reinforcing the organisers’ commitment to extending the campaign beyond public messaging.
Mr. Agyemang explained that the beneficiaries would be selected by St. Michael’s Hospital based on clinical considerations.
“We are taking care of about three people who will be flagged on that very day, chosen by St Michael’s Hospital on a clinical basis,” he disclosed.
The intervention forms part of the campaign’s broader objective of connecting breast cancer advocacy with practical support for people confronting the disease.
PRINPAG pledges media support for Pink X
The Private Newspapers and Online News Publishers Association of Ghana on its part, pledged full support for the Pink X campaign, describing the initiative as an important public-interest intervention that aligns with the media’s responsibility to educate society.
PRINPAG President David Tamakloe said the association’s participation reflected both its longstanding relationship with Jaykay and its recognition of the need for sustained public education on breast cancer.
He explained that the association considered the campaign innovative and socially relevant, particularly because of the devastating effect breast cancer can have on families.
“They have been our friends, and we believe this initiative is innovative and in the public and social interest. Breast cancer is all around us. It’s about mothers, and mothers make this world,” Mr. Tamakloe said.
He stressed that the media must go beyond reporting events to actively promote issues that affect public health and community wellbeing.
“The media has a mandate to create awareness. This is a major part of what we are supposed to be doing, so I invited our association members. Most of them are here,” he added.
Mr. Tamakloe expressed optimism that the main event would attract greater public attention to Pink X and encourage more Ghanaians to become involved in the campaign.
He said PRINPAG hoped the October 31 programme would expand the initiative’s reach and strengthen public understanding of the importance of monitoring personal health.
“We hope that come the 31st of October, the programme will be successful, a lot of people will become aware of Pink X, join it and help send the message that we all need to be aware of our health,” he stated.
The PRINPAG President also called on Ghanaians to encourage their wives, mothers, girlfriends and daughters to undergo regular breast examinations and seek professional medical advice when necessary.
He further cautioned against the misconception that breast cancer affects only women, noting that men can also develop the disease.
“It’s important that we become the voice of breast cancer, and cancer in general,” he said, pledging the association’s continued support for the campaign organisers.
A shared responsibility
The partnership between Jaykay and PRINPAG brings together corporate-led advocacy and the media’s public education mandate in a campaign seeking to strengthen the national response to breast cancer.
While Jaykay is placing greater emphasis on practical interventions and support for selected patients, PRINPAG’s involvement is expected to help amplify the message and encourage wider public participation.
The campaign also highlights the importance of combining awareness creation with access to reliable health information, early detection and appropriate medical care.
With its October 31 event approaching, Pink X is positioning itself as an initiative that seeks not only to get people talking about breast cancer but also to encourage actions that can improve outcomes for those affected by the disease.
The organisers are hopeful that sustained annual efforts, backed by media collaboration and practical support, will contribute to a stronger culture of breast health awareness and help reduce breast cancer deaths in Ghana.
