Malls Unite to Showcase The Your Cancer Counts Campaign
Johannesburg, 26 May 2025 — In a noteworthy alignment of corporate social investment and public health advocacy, Old Mutual Property is spearheading a nationwide campaign this May and June to raise cancer awareness and engagement across eight prominent malls in five South African provinces. This initiative, supporting the Living With Cancer SA platform, aims to galvanise community participation in the lead-up to National Cancer Survivors Day on 2 June 2025.
Eight malls—Cavendish Square, Gateway Theatre of Shopping, Phumulani Mall, Riverside Mall, The Zone @ Rosebank, Bedford Centre, Kagiso Mall, and Vincent Park—will host tailored events from 30 May to 2 June, each designed to foster dialogue, education, and support around cancer under the unifying banner: Your Cancer Counts.
A Patient-Led Approach to Data and Dialogue
At the heart of the campaign is South Africa’s first patient-led cancer registry, a significant advancement beyond traditional pathology-based data collection. Shoppers are invited to share their own or loved ones’ cancer journeys, contributing to this registry which not only records clinical data but incorporates lived experiences and patient advocacy. This shift represents a necessary evolution in cancer surveillance—one that recognises the human narrative behind the statistics.
Visitors can engage in multiple ways: by personalising a giant symbolic ribbon statue with names of survivors and those lost to cancer; accessing expert guidance from hospice workers, dieticians, psychologists, and grief counsellors; and receiving crucial information on early detection, symptoms, and screening for prevalent cancers like breast, prostate, and cervical cancer.
Holistic Support and Critical Health Information
Selected malls will also feature specialist talks, covering nutritional support during treatment, coping strategies, grief management, and the practicalities of will drafting—emphasising the importance of future planning for those affected by cancer. These sessions underscore a holistic approach to cancer care, addressing both physical health and emotional wellbeing.
Shoppers are encouraged to stay updated via their local mall’s social media channels and newsletters, as well as the National Institute for Communicable Diseases’ platforms, ensuring accessibility and sustained engagement beyond the events.
Corporate Responsibility in Focus
Michelle Shelley, Group Marketing Portfolio Manager at EBM for Old Mutual Property, emphasises the corporate responsibility dimension: “Cancer is not just a health issue, it’s a community issue. This initiative brings practical resources and real conversations to our malls. If our spaces can help someone feel seen, supported, or better informed, then we’ve done something worthwhile.”
This campaign also highlights the growing cancer burden in South Africa—a pressing concern that warrants multi-sector collaboration. The partnership between Old Mutual Property, Living With Cancer SA, the National Cancer Registry (NCR), CANSA, and Campaigning for Cancer signals a proactive stance in tackling the disease’s societal impact.
Why This Matters
The South African National Cancer Registry, part of the National Health Laboratory Services, has long been the cornerstone of cancer incidence data in the country. Since 1986, it has collected pathology-based reports, but the inclusion of patient-led data introduces a critical layer of awareness and advocacy. This pivot raises questions about the adequacy of existing government and health systems’ responses to cancer and the role that corporate and community initiatives should play in filling those gaps.
Whether through contributing to the registry, participating in conversations, or gaining awareness of symptoms and screening options, every interaction in this campaign is a step toward a more informed and supportive society.
Visit your nearest participating mall this May and June to take part. For more details, follow your mall’s official social media pages or visit the Living With Cancer SA website.
