FMI Breakfast for Boobies


FMI Breakfast for Boobies – because early detection saves lives

Breakfast for Boobies, an annual event hosted by life insurer FMI, has raised R35 000 through ticket sales in support of the Pink Drive’s efforts to increase early breast cancer detection through their mobile health and mammography screening units.

The event, which was held at Durban’s International Convention Centre (ICC) in late October, also saw 124 women screened and assisted with self-examinations – with four women referred to doctors for a further medical opinion.

In South Africa, 1 in every 9 women are diagnosed with cancer in their lifetime. Breast cancer is the leading cancer diagnosed among women, with between 10 and 20 new breast cancers diagnosed every week at Groote Schuur Hospital alone (according to the World Health Organisation, 2017). CANSA estimates that more than 100 000 people are diagnosed with cancer in South Africa each year – and this is only increasing, with the Lancet Medical journal predicting South Africa to have a 78% increase in cancer by 2030.

Women today have a better chance than ever of surviving breast cancer – but the key is catching the cancer early. The five-year survival rate of breast cancer in countries like the United States is 86%, but in sub-Saharan Africa, it’s less than 40%.

“We started our annual Breakfast for Boobies event to raise awareness around breast cancer, highlighting the importance of regular breast check-ups before it is too late, and to inform women and families around the right type of insurance cover to keep you going through the tough times” says Grace Winter, FMI’s chief marketing officer.

“It’s unlikely that there’s a single South African untouched by cancer, and that’s why we’re so passionate about raising awareness around the importance of Critical Illness cover,” continues Winter. “ Our cover pays a combination of income and lump sum benefits, and includes a world-class medical second opinion service.  We’ve also recognized that the impact of a critical illness is far greater than just financial, so we’ve designed a suite of benefits to offer family support through the treatment and recovery process. Some of these benefits include family counselling, childcare and transportation to and from treatment.” says Winter.