Momentum says that while Covid might have taken the world by storm, the importance of raising awareness on breast cancer has become even more critical.

In 2020, statistics from the Cancer Association of South Africa revealed that approximately 19.4 million women, aged 15 years and older, were at risk of being diagnosed with breast cancer. This makes it the number one cancer affecting women in South Africa.

Momentum has indicated that it has put together a diverse team of experts, survivors and financial advisers, called the Momentum Force, who offer the right advice to support everyone's unique journey with breast cancer. The Momentum Force aim to give individuals a fighting chance against breast cancer through expert advice and lived experiences.

"Through our Momentum Force, we want South African men and women to know that they are never alone on their cancer journeys," says Charlotte Nsubuga-Mukasa, Momentum's head of marketing.

"Momentum is here to support and advise on every aspect of the journey and it has been our honour to have been a part of South Afrcia's breast cancer awareness drive for 10 years now," adds Mukasa.

The Momentum Force aims to provide relevant and useful advice through the use of a newly-launched Momentum Force WhatsApp bot*. The WhatsApp bot is an information tool launched by Momentum to help individuals gain even more information and support.

By interacting with the Momentum Force Whatsapp bot, individuals can:
  • be inspired by the journeys of each member of the force
  • arm themselves with knowledge
  • locate their nearest clinic
  • connect with the Momentum Force
  • join in on conversations, and
  • share their own stories.
The Pink ODI boasts a special atmosphere as it has become synonymous with merging a celebration of sport, colour and style, while remaining true to its purpose and never losing the seriousness surrounding breast cancer awareness, according to Momentum.

With this in mind, the brand has encouraged South Africans to fully support the 2021 Betway Pink Day on Sunday, 4 April. In accordance with lockdown regulations, Momentum has asked South Africans to watch the match from the comfort of their homes and wear pink in honour of survivors.

2021 also marks the end of Momentum's sponsorship of the ODI format with CSA, which expires in April 2021. Momentum will, however, continue its support of the Momentum Proteas as the naming rights sponsor for the national women's team.

"The ten-year partnership as a sponsor of cricket in South Africa has been hugely rewarding for us," says Momentum's head of sponsorships Carel Bosman.

"Having been involved in several platforms such as development cricket, schools' cricket, club cricket, domestic and international cricket — not forgetting the invaluable contribution to cancer research and the raising of funds through the Pink ODI — this has been amongst the most important partnerships the brand has had," concludes Bosman. 

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