MARRIOTT BUZZ NO. 15 - 2019

28 S E R V E 3 6 0 B E B E AU T I F U L Nur t u r e s and Emp owe r s F EMA L E S t o B e at C anc e r ’ s I l l s Hoda El Imam Foundation launched last November the “Be Beautiful” workshop across Egypt aimed at aiding cancer patients in learning the hands-on techniques to manage the visible side effects of chemotherapy and radiation treatments that affect the skin, hair and nails, amongst other nutritional and psychological therapies. “Be Beautiful” provides nutritional protocols and therapies that complement traditional cancer treatment, contributing to better treatment prognosis. Food Bank, Misr El Kheir Foundation, Azza Fahmy and JWT in collaboration with the Cairo Marriott and Hoda El Imam Foundation pledged to support the launch of further initiatives to do with nutritional educational content and psychological group therapy as part of the Marriott’s companywide Serve 360 initiative which aims for “Doing Good in Every Direction” and falls under its “Nurture” and “Empower” directives. “Be Beautiful” is a special series of supportive and informative 2-hour workshops for female cancer patients, and was previously launched in the U.A.E and Lebanon. Its Egypt launch saw “Be Beautiful” set up shop in seven participating hospitals: National Cancer Institute, Salam Hospital, Baheya, Dar El Fouad, Children’s Cancer Hospital 57357, ABC Center and the Breast Cancer Foundation of Egypt. Chairman of the board of trustees, Said Mohsen Mahgoub, said of the initiative: “Our goal is to fight cancer by raising the efficiency of the immune system of the patients to be able to fight cancer cells and eliminate them.” Mahgoub elaborates that this is done by “raising the morale of the patients and bringing them back to normal life through participation in the “Be Beautiful” program, proper nutrition and psychological support for the patient and their caregivers.” Mahgoub ensures that “we make use of best practices in scientific research to develop all the means in order to reach the best global results.” “Patients need to feel as beautiful as they can through the treatments, and part of the program is to help women with their self-esteem. Workshops are designed to provide tips by beauty and skincare experts on how to manage appearance- related effects of chemotherapy and other cancer treatments,” said the organziation’s Founder and Executive Manager, Hanadi El Imam. Many multinational beauty and cosmetics companies have acknowledged the “Be Beautiful” campaign as a real and practical opportunity to provide meaningful support by offering various beauty products to such patients. Such brands include Procter & Gamble, Bobby Brown, MAC, La Prairie, Estee Lauder, L’Oreal and The Body Shop.