P2.08-011 Fashion Forward: Stigma Busting in Style in Egypt: Topic: Other

Abstract

In Egypt, cancer remains a taboo subject. Misconceptions that cancer is unpreventable and always fatal persist. Often seen as punishment, it is common for those diagnosed to be ostracized and abandoned. Awareness-raising and survivor stories are crucial in eradicating cancer stigma. The finale of the Cancer from Patients’ Perspective (CPP) Summit used a revolutionary approach to confronting stigma: a fashion show with survivors modeling powerful creations by famous Egyptian designers to communicate their individual cancer journeys. In October 2015, an online campaign was launched via Facebook to engage survivors and fashion designers. All interested survivors were accepted, those not online were registered for the project by the organizers. Survivor profiles were added to a separate, password protected Facebook group open only to the fashion designers, who then selected a survivor to dress by commenting on her story. After being matched, survivors and designers met an average of four times over two months to discuss and interpret the journey, collaborate on sketches, agree upon designs and for fittings. At the event, each design was rated from 1-10 by a panel of local, regional and international judges with the winner being the creation with the most points. A cancer survivor moderated the fashion show, which over 350 attended. Lung cancer survivors joined those diagnosed with five other cancers, 35 in all participated. One by one, each survivor, wearing her creation, took the stage with her designer and together they told their story. The survivor then took her dramatic turn on the “catwalk.” Designs ranged from elegant evening dresses to edgy, theatrical concepts that displayed resiliency and triumph. At the end, results were tallied and the winner took her final turn on the runway. Experts say cancer stigma in the Middle East can be eradicated through education, positive survivor stories and media coverage. The CCP Summit hit all these elements and gave survivors voice in a unique and powerful manner. While there were challenges, including survivors not being allowed to participate over objections of male relatives and designers being cautioned against participating by their studios, the catwalk proves a movement to confront cancer stigma in the Middle East is underway. Through their participation, these survivor “warriors” raised awareness, gave hope to others and, by telling their stories, challenged misconceptions with grace, strength and beauty.