ACKNOWLEDGING the urgency of the fight for breast cancer awareness, Red Stripe extended its support well beyond the walls of its 214 Spanish Town Road brewery as the world marked October as Breast Cancer Awareness Month.

The manufacturing giant, through various arms of the company, hosted internal forums, engaged in national support initiatives, and capped off its efforts with a $300,000 donation to the Jamaica Cancer Society (JCS).

This was done with one purpose — to foster health and awareness nationwide while empowering others to join the cause.

“Breast cancer ripples through families, workplaces, and entire communities. We took a comprehensive approach this year because awareness alone doesn’t suffice,” said Red Stripe’s head of corporate affairs, Dianne Ashton-Smith.

“Our goal was to offer tangible support that goes beyond words. By addressing both the practical and emotional challenges of breast cancer, we’re creating a culture of early detection, awareness, and real support. We hope to empower women to take control of their health. This is how we give back — by standing with our community in the fight for early detection and better outcomes,” added Ashton-Smith

Red Strip first tackled the issue internally when its Occupational Health Department hosted a Pink Day initiative featuring survivor talks by Kimberley Hamilton-Brown and Phyllis Kayceia Stevenson who shared their journeys, underlining the importance of early detection, support, and resilience.

Hamilton-Brown, a registered nurse diagnosed at 38, spoke of her emotional and financial battles, “My thought was simply, ‘Really?’ It felt unimaginable. Costs mounted to the point where I stopped counting after reaching $30 million. For an injection, each dose was $1 million, with 18 doses required. But my children needed me, so I had to fight,” said Hamilton-Brown as she demonstrated self-check techniques and emphasised that breast cancer can affect men too.

Both women drove home the critical lesson, “Early detection saves lives” and highlighted the transformative impact of awareness workshops and their positive influence on employees.

Under their Hei-Life global health and wellness programme, employees then participated in the ICWI Pink Run, showcasing solidarity in the fight against breast cancer.

However, the pinnacle of Red Stripe’s month-long efforts came with the $300,000 donation to JCS through its Desnoes and Geddes (D&G) Foundation, funding free breast cancer screenings for 100 women across the island.

“The mammogram is the gold standard for breast cancer screening, especially for women aged 40 and above. But, for many, the cost is a barrier,” said acting executive director of JCS Michael Leslie.

“Thanks to partners like Red Stripe and its charitable arm the Desnoes & Geddes Foundation, more women can access this life-saving test. With breast cancer ranking as Jamaica’s number one cancer, this support is vital,” added Leslie.

He pointed out that the donation from Red Strip would go into a dedicated cancer screening fund to help women in need,

“Though October shines a light on awareness, our screening services run year round. We encourage preventive action at any time and welcome continued corporate support. Awareness is costly but saving lives makes it worth it,” Leslie pointed out.