The BEAUTY and Health Project, a program that promotes cancer prevention and early detection in Malaysia, has been recognized for its international collaborative research efforts in cancer across Asia. This distinction was awarded at the “Asia Business Conclave 2024,” where the BEAUTY and Health Project received the “Transformative Approach to Health Prevention in Asia” award. The initiative, supported by Astellas Pharma Inc. and led by the Asia Cancer Forum (ACF) in collaboration with the National Cancer Society of Malaysia (NCSM), aims to enhance health knowledge, literacy, and risk reduction practices focused on cancer and other non-communicable diseases (NCDs) through community-based digital interventions in local barbershops and hair salons.
The “Asia Business Conclave 2024,” hosted by WBR Corporation in Singapore, convened over 150 entrepreneurs and experts, including prominent business and political figures from Malaysia, Cambodia, Singapore, Thailand, and India, to address pressing issues facing the Asian economy.
Since its inception in 2022, the BEAUTY and Health Project (Bringing Education and Understanding to You & Health) has been actively developing educational and promotional materials, launching a digital registry portal in November 2023. The initiative aims to impact over 1 million Malaysians and focuses on practical activities to promote cancer prevention and early detection.
The BEAUTY and Health Project’s innovative approach extends beyond traditional cancer screening awareness by integrating the healthcare ecosystem with everyday community settings like BEAUTY and Health and barber shops. This expansion seeks to foster collaboration with the healthcare business sector and enhance the sustainability of social transformation in combating NCDs. Furthermore, the project’s digital registry portal is expected to gather significant data, fostering a learning community among diverse stakeholders to advance Universal Health Coverage (UHC).
The ACF, recognizing the challenges posed by Japan’s unprecedented aging society, aims to share wisdom on confronting cancer through the BEAUTY and Health Project, promoting the creation of shared value (CSV) with various stakeholders.