EMINA JAHOVIC A NEW FACE IN THE CAMPAIGN FOR BREAST CANCER PREVENTION INTRODUCED AT THE WHITE PALACE

Belgrade, 7 October 2009 – HRH Crown Princess Katherine Foundation introduced Ms. Emina Jahovic, the famous Serbian pop singer, as a new face in the breast cancer prevention campaign at a conference held today at the White Palace.

Journalists were addressed by: Dr Tomislav Stantic, State Secretary in the Ministry of Health, Prof. Dr Aleksandra Novakov Mikic, director of Clinic for Genecology and City Secretary of Health of Novi Sad, Dr Ana Jovicevic, MBA, Chief of Department of Epidemiology at the Institute of Oncology and Radiology of Serbia, Ms Gordana Zalad, MBA, professor of English at the Faculty of Political Science in Belgrade and a breast cancer survivor and Ms Emina Jahovic, the famous Serbian pop singer, and a new face in the breast cancer prevention campaign of the HRH Crown Princess Katharine Foundation.

HRH Crown Princess Katherine addressed the journalists and guests at the White Palace and emphasized: “I would like to thank all of you here today, for your support to our efforts in breast cancer prevention. It is very important that we all collaborate in raising awareness on breast cancer. I appeal to all women to help us in this struggle, to take care of themselves and to regularly visit their doctors”.

Dr Tomislav Stantic emphasized importance of joint activities and thanked HRH Crown Princess Katherine for her efforts in breast cancer prevention, as a part of “Serbia against cancer” campaign, and added: “There is obvious progress in this field. Serbia has two digital mammography machines today, one provided by media campaign implemented by TV B92, and the other donated by HRH Crown Princess Katharine Foundation, thanks to the donation of Stavros S. Niarchos Foundation, and which was donated to Clinical center Nis. Actions like these will for sure increase the number of women with breast cancer detected in early phase, which would reduce the number of deaths from this disease in our country”.

Prof. Dr Aleksandra Novakov Mikic emphasized the importance of this campaign, which encompasses all important partners who work together to raise awareness about importance of preventive check-ups and early detection of breast cancer.

Dr Jovicevic said that there are about 4000 new registered cases of breast cancer each year in Serbia, and that breast cancer attributes to 25% of all cases of cancers in our country.

Ms Emina Jahovic, the famous Serbian pop singer, and a new face for the breast cancer prevention campaign of HRH Crown Princess Katharine Foundation, said that she was well aware of the importance of regular preventive check-ups, because she came from doctors family: “Every woman must find time for a check-up once every six months. You could skip one shopping, one visit to hairdresser or manicure, but do not skip the doctors visit, because taking care of your health is important part of culture of living”. Ms Jahovic added that women in Serbia today were lucky due to more and better equipped health institutions, and that was much easier to have preventive check-ups and to discover breast cancer in an early phase.

Professor Zalad, a breast cancer survivor said that it was very important to preserve positive attitude, and added that breast cancer is treatable disease if discovered on time.

There were representatives of companies who supported HRH Crown Princess Katherine Foundation and this campaign at the press conference, namely those companies who were represented during “Pink ribbon shopping month” in Usce Trade Centre. Tomasevic Jewellery designed the new line of jewellery, Tigar Corporation presented two new models of rubber boots from Maniera collection, with campaign motives that went into sale in October in Tigar and other exclusive shops, Art Ival Company presented new range of chocolates, while Stylos Company will present new line of office accessories.

Companies who also supported this campaign by providing services were Alba Avis, Balloon Centre, DPC and Shelly.

Members of the creative team that organize photo sessions of Emina Jahovic for this campaign were DOT Studio, Predrag Vukasinovic, Fashion studio GETTO, Hair studio Dalia and Marko Nikolic.