Ukrainian cafés join Pink October: What’s the solution?

According to the Ministry of Health, around 110 women in Ukraine die from breast cancer each week. Most cases are found in women over 60, but in recent years, breast cancer has also become more common among younger women. Each year, approximately 15,000 new cases are diagnosed in Ukraine.

Pink October is a global campaign aimed at raising awareness about breast cancer. It highlights the importance of early detection and supports women battling the disease. Breast cancer is one of the most common and dangerous cancers among women, but it can be treated successfully in 95% of cases if detected early.

Every October, various awareness events and initiatives are held worldwide, including in Ukraine, to encourage early detection and spread information about breast cancer. Ukrainian cafés have also joined the effort to remind women of the importance of health checks.

For example, Kaferynok, a retail chain in Ukraine's western city of Lviv that combines a grocery store with a café, offers a pink breast-shaped dessert featuring a post-surgery scar. Forty percent of the proceeds from these sales go to the Inspiration Family fund, which supports adult cancer patients. The goal is to raise UAH 2.5 million ($60,745) to help women with cancer buy medication not covered by the government.

In Kyiv and Dnipro, the craft doughnut shop Ponchyk Boy and lingerie store Brabrabra teamed up for Breast Cancer Awareness Month to create a doughnut called Piklunychyk (which can loosely be translated to Little Caretaker), also shaped like a breast. This collaboration promotes regular mammograms and emphasizes the importance of comfortable, well-fitting lingerie.

In Lutsk, the café chain 2S bakery has also joined the Pink October campaign. Through the end of the month, customers can enjoy pink macarons playfully named "Tsytsi" (Boobies) along with other pink-themed desserts like vanilla-berry cakes in a cup, coconut "potato" cakes dipped in strawberry chocolate, and mini cake pops.

Maria Shyper and Kateryna Tabachuk, co-founders of 2S Bakery, shared that this is the second year their cafés have joined the Pink October initiative.

"For us, this isn't just another charity event. It's about support, awareness, and prevention, which can save lives," says Maria Shyper. "We truly believe that spreading information about regular health checks can change how women approach their health. Our team includes women of different ages, and we all know how hard it can be to find time for ourselves. Work, home, caring for loved ones — these things often push our health to the background. But sometimes, we need to stop and say to ourselves, 'You are important.'"

Twenty percent of the proceeds from Tsytsi macarons will go to the Fight Cancer Foundation to support breast cancer awareness. Simply by buying a dessert, customers can contribute to a good cause. The cafés also encourage customers to share the initiative on social media. Anyone who posts about it, tags 2S bakery, and uses the hashtag #pinkoctober will automatically be entered into a giveaway for three sets of macarons, which will be held in late October.

"We truly appreciate working with the Fight Cancer Foundation, as they're doing vital work," says 2S bakery co-founder Kateryna Tabachuk. "Reminding women about the importance of caring for their health has become a tradition, and we plan to continue supporting this initiative. It may seem small, but a health check can save a life. If, thanks to our efforts, even a few women start paying more attention to their health, we'll consider that we've made a real impact."

While enjoying your pink treats, schedule a checkup with your mammologist, family doctor, or gynecologist to ensure your breast health. Or take a moment to call a woman close to you and ask, "When was the last time you had your breasts checked?" says the team at the Fight Cancer Foundation.

The foundation continuously educates women about the importance of cancer prevention and early detection. The issue is that breast cancer often shows no symptoms in its early stages, so the only way to catch it early is through regular screenings.

The team at the Fight Cancer Foundation knows this firsthand. The founder, Maria Adamchuk-Korotytska, was twice diagnosed with breast cancer and twice overcame it thanks to early detection. That's why they're using every opportunity to spread the word to as many people as possible.

Along with selling pink desserts, 2S bakery has set up stands with information on recommended breast screenings for women of different ages. 

"We're pleased that the breast-shaped macarons are selling well," says Ivanna Rudyshyn, communications manager of the Fight Cancer Foundation. "The baristas explain why these treats have this particular shape and encourage each customer who buys them to scan the QR code on the stand, which provides information about the necessary screenings."

The initiative at 2S bakery is just one part of Pink October in Lutsk. The Fight Cancer Foundation also broadcasts a video about the importance of prevention and early detection of breast cancer in one of the city's largest entertainment centers. Together with Mi6 Bears, the children's entertainment agency with bear animators, the foundation's team handed out pink roses with informational flyers, which included a QR code listing the essential checkups for women.

"Our initiatives show that many women are unaware that they can get a mammogram for free, as the Health Guarantee Program covers it," says Ivanna Rudyshyn, the foundation's communications manager.

According to her, the proceeds from the breast-shaped macarons sold at 2S bakery will go towards the foundation's programs supporting women's health. For example, the foundation distributes leaflets with a list of necessary screenings for women and organizes mobile checkups in remote villages of the Volyn region.