October is Breast Cancer Awareness Month, a heartening time when women around the world stand up for each other.
Although the talk about breast cancer is prevalent in western society, it's only recently that the issue has made its way into the spotlight in Pakistan.
A-listers like Mahira Khan and Sanam Saeed have taken the stage too, joining hands with the Shaukat Khanum Memorial Hospital to raise awareness about the disease that is curable if it's diagnosed early on.
In a video message, Mahira and Sanam stress on the need for women to perform self-examinations and visit a doctor if they feel something is wrong. Women who have crossed the age of 40 need to go for mammograms every year to ensure that there are cancer free.
Mahira and Sanam tell their listeners to take care of themselves.
Apne aap se wada karo
Apna khayal rakhne ka irada karo
Hadiqa Kiani, who has been away from the music scene since Pakistan Idol, is also one of the initiative's ambassadors and has been seen in events addressing the need for self-awareness.
TV show host Ayesha Sana also attended the event to show her support.
Mussarat Misbah, who was awarded the Lifetime Achievement Award at the LSAs this year, held a makeup tutorial for patients in the session.
Not only celebrities, but popular fashion brand Generation has also started a simple yet effective awareness campaign. Instead of relying on star power, the campaign focuses on young women who post their picture taking the pledge.
With more than 50 posts on their Instagram account, Generation is also giving out pamphlets to buyers in their outlets and the sales staff is wearing pink ribbons to show their support.