The campaign aims to raise awareness and encourage self-checks among Rwandans.
Vivo Energy Rwanda, on Friday, October 17, launched the Pink October campaign, joining the global efforts to fight breast cancer. This initiative is part of Vivo Energy Rwanda’s broader Corporate Social Responsibility (CSR) strategy, which emphasizes health, community empowerment, and social impact.
Launched under the theme “Fuel Her Fight,” the campaign aims to remind Rwandans that a simple act like a self-check can save lives and drive hope, care, and lasting awareness across the country. The campaign will feature awareness drives, digital campaigns, and community engagement.
The launch event brought together Vivo Energy Rwanda’s staff members dressed in pink as a show of solidarity with survivors and those affected by the disease. “At Vivo Energy Rwanda, we believe awareness saves lives. This campaign is not only about awareness but about care,” said Djiby Diene, Managing Director of Vivo Energy Rwanda.
Diene highlighted that breast cancer is the most common cancer in women worldwide. “Many of us know someone who has been or will be affected by this disease. In 2022, approximately 2.3 million women were diagnosed with breast cancer worldwide, and 670,000 died from it. Globally, breast cancer accounts for a quarter of all cancers in women,” he noted.
“Through the Pink October Campaign, we stand with survivors, families, and health partners using our voice and our stations to remind Rwandans and everyone that taking just one minute for a self-check can protect a lifetime. We are proud to ‘Fuel Her Fight’,” he added.
Linda Muhirwa, Marketing and Communications Manager at Vivo Energy Rwanda, emphasized that the company’s work extends beyond the fuel business. “It’s about people, the customers we serve, the families we employ, and the communities we belong to,” she noted. Muhirwa explained that ‘Fuel Her Fight’ reflects this belief.
“It’s a way for us to say we care, not just about where people are going, but about how they live and stay healthy along the way. Breast cancer is something that touches homes and workplaces across Rwanda, including our own. This campaign is our way of using our voice and visibility to fuel awareness and hope,” she said.
Muhirwa added that the company will measure the impact of this year’s Pink October initiatives, encouraging customers and staff to participate by tracking engagement both online and on-site, including how many people interact with their posts and take part in the QR code scanning activity. “But most importantly, we’re focusing on how people respond emotionally. This campaign is about planting small seeds of awareness that continue to grow long after October ends,” she explained.
Breast cancer awareness is a crucial aspect of Vivo Energy’s community mission as part of its CSR, as the company sees itself not just as a fuel provider but as part of people’s daily lives. “When a company like Vivo Energy uses its brand to talk about awareness and care, it sends a message that is understood beyond business. We operate in the heart of communities, and it’s our responsibility to use that reach to make a positive difference. This isn’t just about corporate responsibility, it’s about humanity,” she added.
Vivo Energy Group operates and markets its products in countries across North, West, East, and Southern Africa. The extended Group has a network of over 3,900 service stations in 28 markets operating under the Engen and Shell brands and exports lubricants to several other African countries. It employs around 6,000 people and has access to over 2.1 billion litres of fuel storage capacity.
The company’s retail provisions include fuels, lubricants, card services, convenience stores, restaurants, and other non-fuel services. It provides fuels, lubricants, liquefied petroleum gas (LPG), and chemicals to business customers across various sectors, including marine, aviation, mining, construction, power, transport, agriculture, and manufacturing. Vivo Energy is committed to developing innovative energy solutions to enhance sustainability.
Key Points
- Vivo Energy Rwanda launched the Pink October campaign on October 17.
- The campaign aims to raise awareness about breast cancer and encourage self-checks.
- The theme of the campaign is 'Fuel Her Fight'.
- Breast cancer is the most common cancer among women globally.
- The campaign includes awareness drives, digital campaigns, and community engagement.
Sources: Pink October: Vivo Energy joins global breast cancer efforts with ‘Fuel Her Fight’ campaign