On the occasion of Women’s Month, Dalma Garden Mall launched an extensive breast cancer awareness campaign under the slogan “Better prevent than treat.” Regional Post interviewed Mariam Chakaryan, the Mall’s Deputy Director for Internal and External Relations, to learn more about the campaign and the integration of healthcare into its corporate social responsibility (CSR) strategy.
Interview : Margarit Mirzoyan
Photo : Dalma Garden Mall
In 2022, Dalma Garden Mall introduced its CSR strategy and announced the launch of several collaborative projects. What was the motivation behind your latest campaign on breast cancer and thyroid gland awareness?
— Dalma Garden Mall is committed to prioritizing the human element in all its activities, including our latest campaign. Our CSR strategy initially did not include healthcare, but then I coincidentally met with the Director of the Armenian American Health Center, and when Ms. Khachanush shared statistics on breast cancer diagnosis rates in Armenia, I was shocked since the numbers were alarming. We have this national trait of not seeing a doctor until things get as bad as possible, yet late detection greatly affects the survival rate. If a person undergoes a yearly check-up, they can avoid further complications. As our campaign’s slogan says, “It’s better to prevent than to treat.” Diving deeper into the issue, we realized there was a severe gap in awareness and felt compelled to take action. With millions visiting our mall yearly, we saw an opportunity to inform a large audience.
What were the key elements of this campaign?
— In collaboration with the Armenian-American Health Center, we offered our customers free breast and thyroid gland sonography. Initially, we were unsure about the response, but once we began promoting the initiative, the demand was overwhelming. Originally planning for around 300 participants, we quickly adjusted to accommodate the high demand, increasing the number to 1000. Additionally, over 4000 visitors who purchased a Dalma Gift Card received a 25% discount voucher for diagnostics. In order to promote regular check-ups, turning them into a habit, a ritual, registered participants also received discount vouchers after their first diagnostics for subsequent check-ups. This expansion required significant efforts from both the mall and the medical center. However, we jointly agreed that if we were going to undertake this initiative, we should do it properly. As they say, go big or go home.
The promotional part of the campaign itself was interesting. How did this idea come to be?
— Inspired by British Vogue’s celebration of 40 iconic women for their March cover, we drew inspiration to gather Armenian women who have succeeded in diverse fields. For us, success took various forms—whether it was having many children, driving change within the community, or having a thriving career. Regardless of their audience size, these women had unique paths and could effectively share our message. We organized a themed photoshoot with these extraordinary women and created a video where they shared their thoughts on the importance of health. At the heart of the campaign was the message that loving and caring for yourself is also about taking care of your health. Understanding that fear often prevents people from going for check-ups, instead of focusing on the negative, we highlighted the positive outcomes, stating, “Around 80% of the cases were prevented thanks to early-stage diagnostics.”
Why was it essential for this campaign to convey its messages through female voices?
— Women have been central to many vital initiatives I’ve seen over the years. Uniting women for a project that benefits other women fosters a sense of community and solidarity. We chose women who could share their honest experiences, making the campaign more relatable and impactful. It’s different when a woman tells you, “I got checked up. Now it’s your turn!” compared to men who haven’t experienced it. Hearing it from someone you can click to makes all the difference. Each story or message we communicated within this project was deeply personal and relatable for our participants. Bringing these women together was about teaming up for a good cause and creating a community of women who can voice important ideas. The campaign even inspired similar trends among other companies and banks, proving that a good example is contagious.
Ms. Chakaryan, how do you see the future of this initiative?
— We are committed to tracking the progress of those who participated in the free diagnostics and received vouchers. In a year’s time, we’ll evaluate the impact—how many women underwent check-ups, how many were diagnosed and prevented difficulties, and ultimately, how many lives were saved. We envision this as an ongoing effort. The core idea of our campaign is “Every day is Women’s Day.” We plan to continue implementing similar campaigns within this framework, as we already have numerous ideas in the pipeline. The overwhelmingly positive feedback we’ve received reinforces our belief that we’re on the right path. It motivates us to persist and expand our efforts in the future.
Our CSR message is clear: significant goals can be accomplished through small inputs and collective efforts. CSR isn’t something one can do alone all the time; it requires collaboration with like-minded organizations. We extend our gratitude to the Armenian American Health Center for their cooperation and believe that we can achieve remarkable results with shared values.
Dalma Garden Mall launched an awareness campaign on breast cancer and thyroid gland illness prevention in celebration of Women’s Month. It was driven by alarming statistics on the high rates of breast cancer and thyroid issues in Armenia, coupled with low rates of regular check-ups. Collaborating with the Armenian American Health Center, the campaign aimed to promote early detection and preventive health measures. It consisted of two key components. The first was free breast and thyroid sonography, with participants receiving discount vouchers for future check-ups to encourage regular health monitoring. The second component provided each person buying a Dalma Gift Card a similar discount voucher, valid for a year. As a result, over 1,000 people underwent free check-ups, and over 4,000 received discount vouchers. The campaign also featured a themed photoshoot with Armenian female opinion makers and an informative video where they encouraged their peers to support each other, love themselves, and undergo frequent check-ups.
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