For the first time ever, Malta's leading integrated marketing communications agency, JP Advertising together with the Europa Donna Malta, breast care support group and the Action for Breast Cancer Foundation, has rolled out a breast cancer awareness campaign. Using a variety of media tools, including TV and newspaper advertising together with social media, the campaign promotes key messages about the importance of getting screened for breast cancer before it's too late. The campaign will run throughout the month of October and is supported by TVM and a number of media partners and private enterprise. Throughout the campaign, JP Advertising will also be partnering up with a number of renowned and beloved Maltese personalities to encourage people to go get screened for breast cancer, as well as to donate to the good cause at www.pinkoctober.support. All the proceeds will go to the Europa Donna Malta, breast care support group and the Action for Breast Cancer Foundation.This awareness campaign will reach its peak on Saturday, 25th October, 2014 during a fundraising event taking place at the Cavalieri Hotel in St Julian's. For this event, JPA together with the management of Cavalieri Hotel, will be creating a pink and stylish atmosphere in keeping with the theme. Entertainment will be provided by Ira Losco and a line-up of other personalities. Commenting about the Pink October campaign, JPA directors, Chris Bianco and Adrian Fabri said: "Following last year's successful Movember campaign, we wanted to create something which is engaging and educational while at the same time promoting a health-related issue. In fact, the "Pink October" movement aims to educate the general public about breast cancer and encourage women and even men to get screened."Mr Bianco and Mr Fabri added that throughout the coming weeks, through our media partners and social media efforts, JPA will also be rolling out a variety of health-related messages as well as announcing a number of surprises which will take place throughout the duration of the campaign." Breast cancer is one of the most common types of cancer among women worldwide with 1 in 8 women developing this disease in their lifetime. Nevertheless, if detected in its early stages, there is over 90% chance that breast cancer is successfully treated, and thus save precious lives.