In a country where silence often surrounds the word “cancer,” one man has chosen to raise his voice and turn awareness into action. Omer Aftab, co-founder of Pink Ribbon Pakistan, has dedicated years to breaking myths, challenging taboos, and creating platforms that encourage dialogue and early detection. From launching awareness campaigns to spearheading Pakistan’s first dedicated Breast Cancer Hospital, his journey reflects resilience, vision, and an unshakable commitment to saving lives.

This October, as Good Times joins the global call for Breast Cancer Awareness, we sit down with Omer Aftab to talk about his mission, the challenges of advocacy in Pakistan, and why every small step toward awareness can mean a lifetime of difference.

You are known as a dynamic leader and a passionate social entrepreneur. What first inspired you to dedicate your work to social causes, particularly cancer awareness?

I have always believed that the true measure of life lies in the impact we create for others. My journey into social causes began with a deep personal conviction that our society needs more voices and platforms to address the issues often left in silence. Cancer awareness, particularly breast cancer, struck me as one such cause. In Pakistan, millions of women suffer quietly because of social taboos, lack of information, and limited access to timely healthcare.

What truly inspired me was the realization that by breaking this silence through awareness, education, and advocacy we could save countless lives. I wanted to challenge the stigma, give women the courage to talk about their health openly, and create hope where there was despair. This vision led me to dedicate my work to building platforms like Pink Ribbon, so that every woman has the chance to fight this disease with dignity and timely support.

Was there a defining moment in your life that pushed you to step into this path of advocacy and change-making?

Yes, there was. A colleague of mine was diagnosed with breast cancer, and I supported her through that difficult journey. While helping her, I witnessed firsthand how countless other women were suffering in silence many didn’t even know they had breast cancer until it was too late. Seeing young lives being lost simply because of lack of awareness and timely diagnosis deeply moved me. That experience became the turning point for me, and I made it my mission to dedicate my life to creating awareness and giving women a fighting chance against this disease.

The Pink Ribbon Campaign has become one of the most recognizable health awareness movements in Pakistan. What were the challenges you faced when you started it, and how did you overcome them?

When we started the Pink Ribbon Campaign, the biggest challenge was the taboo around the word “breast.” It simply couldn’t be mentioned in the media, in educational institutions, or even in public discussions. Our awareness activities were blacked out by the media, and even the most progressive institutions and individuals hesitated to associate with the cause. But we knew that silence was costing lives, so we refused to give up. Through resilience and sheer will, we kept pushing boundaries. An example of that is how it took us five long years to finally achieve our first Pink Illumination at Minar-e-Pakistan, a landmark moment that symbolized breaking the silence. That perseverance became the foundation of our movement.

Looking back, what impact has the Pink Ribbon campaign had on society, and what milestones make you most proud?

The development of Pakistan’s first dedicated Breast Cancer Trust Hospital is our proudest milestone. It represents hope and access to care for women who previously had nowhere to turn. Through the Pink Ribbon Hospital, we have been supporting countless needy patients who could not afford treatment. Our campaign has also brought a cultural shift. Young girls are more aware and regularly getting themselves checked, men are now actively involved in the health of their wives, mothers and sisters, and sometimes even a single breast self examination flyer has saved a life.

What makes me deeply proud is how Pinktober has transformed into a national movement. From the government to institutions to ordinary citizens, everyone now plays a role in spreading awareness and saving lives. That collective ownership is the true impact of the Pink Ribbon campaign.

How do you see the role of awareness campaigns in breaking taboos around breast cancer in Pakistan?

Awareness campaigns play a crucial role in breaking the silence and stigma around breast cancer in Pakistan. When we first started, even saying the word breast in public was considered unacceptable. But through consistent campaigns, we normalized the conversation and gave women the courage to talk about their health openly. These campaigns not only educate but also challenge cultural taboos, encouraging families including men to support their wives, mothers, and sisters in seeking timely care.

In a society where silence once cost lives, awareness has become the first step toward saving them.

You’ve also pioneered the White Ribbon Men’s Movement and worked with the Women’s Chamber of Commerce. What connects all these initiatives at the core of your leadership vision?

At the core of all these initiatives is one simple vision, creating a more just, healthy, and equitable society. Whether it is the Pink Ribbon campaign for women’s health, the White Ribbon Men’s Movement against gender based violence, or empowering women through the Chamber of Commerce, the common thread is dignity, respect, and equal opportunity for every individual.

I believe true social change comes when we challenge taboos, break harmful silences, and build inclusive platforms where both men and women play their part. My leadership vision has always been about bringing people together to address difficult issues with courage and compassion, and to leave behind systems that empower future generations.

How do you balance being both a business leader and a social entrepreneur?

For me, being a business leader and a social entrepreneur are not two separate paths, they complement each other. As MD Eden Roc Cosmetics, I apply strategy, discipline, and innovation to drive growth, while the same principles guide me in building sustainable social initiatives. At the same time, my work as a social entrepreneur keeps me grounded in empathy and purpose, which enriches the way I lead in business.

Balancing both is about keeping impact at the center whether it’s creating economic value through a business or saving lives through awareness campaigns, the ultimate goal is to build something meaningful and lasting.

In your opinion, what makes a leader truly impactful?

I believe a leader becomes truly impactful when they inspire others to believe in a cause greater than themselves. It’s not just about authority or decision-making, it’s about vision, empathy, and resilience. A real leader listens, connects with people, and empowers them to take ownership.

For me, impact comes when your leadership creates a ripple effect where your actions spark change in individuals, communities, and ultimately society. True leadership is measured not by what you achieve alone, but by how many lives you touch and transform along the way.

You are the only Pakistani to receive the prestigious FrontLine Golden World Award by IPRA. What did that recognition mean to you personally and professionally?

Receiving the IPRA Award as the only Pakistani was both a humbling and empowering moment. Personally, it affirmed that the struggles, resilience, and years of pushing boundaries for a taboo cause were worth it. Professionally, it gave international recognition not just to me, but to Pakistan’s fight against breast cancer.

For me, the award is not just a personal honor, it is a responsibility to keep raising the bar, to represent Pakistan on international platforms, and to continue proving that with vision and persistence, we can turn silence into action and stigma into awareness.

Beyond awards and recognition, what does “success” mean to you?

Success, to me, is the impact we create in people’s lives how we change them for the better and uplift society as a whole. It’s not about personal gain, but about leaving behind a positive transformation that benefits individuals, families, and communities.

October is globally recognized as Breast Cancer Awareness Month. What special message would you like to give to women and families in Pakistan during this time?

Early detection saves lives. Breast cancer is not a death sentence if caught in time, but silence and delay can make it one. I urge women to prioritize their health, perform regular self-examinations, and seek medical advice without hesitation.

To families, I say stand by your wives, mothers, and sisters. Your support gives them the strength to act without fear or stigma. Together, we can break the silence, save lives, and build a future where no woman in Pakistan loses her life just because she was unaware.

Awareness is one thing, but early detection and access to treatment are another. How can Pakistan as a nation do better in this regard?

You are right awareness alone is not enough. We must convert awareness into action. Pakistan urgently needs more facilities like the Pink Ribbon Trust Hospital, dedicated solely to breast cancer treatment especially for those who can’t afford the treatment. The reason we built this hospital was to demonstrate that such specialized institutions are possible and necessary in a country where breast cancer is one of the biggest health challenges.

Now our next step is to ensure early detection becomes a norm by making screenings widely available, affordable, and accessible across urban and rural areas. Only then can we truly save lives and reduce the heavy toll breast cancer takes on our society.

What role do you think men can play in supporting women through the journey of awareness, detection, and treatment?

Men have a vital role to play in this journey. In our society, men often influence decisions within families so their support can make all the difference. By encouraging their wives, mothers, and sisters to get regular check-ups, standing by them during treatment, and breaking the stigma around breast cancer, men can become true partners in saving lives.

Through our campaign, we’ve seen this change happening, men are now more aware and actively involved in their families’ health. When men and women stand together, awareness turns into action, and silence turns into strength.

You are often described as a “visionary leader.” What is the next big idea or campaign you are working on that excites you the most?

I’m really excited about the next phase of expanding Pink Ribbon’s breast cancer healthcare facilities across Pakistan. After setting up our first dedicated hospital in Lahore, we’re now moving to Karachi to build a state-of-the-art center for breast cancer diagnosis and treatment, especially for women who otherwise have no access to such care.

My dream is to create a network of specialized centers in every major city of Pakistan, so no woman has to suffer in silence or lose her life just because she couldn’t get timely diagnosis or treatment.

When you think of the legacy you want to leave behind, what comes to mind?

I want to leave behind a Pakistan where breast cancer is no longer a silent killer, where women have access to timely care with dignity, and where families stand together without stigma or fear.

If the work we started inspires future generations to keep building awareness, facilities, and compassion into our healthcare system, that will be the legacy I am proud to leave behind. A legacy of hope, resilience, and change.

What advice would you give to young Pakistanis who want to combine entrepreneurship with social impact?

To all young Pakistanis: chase entrepreneurship, but do it with purpose. Do not just think about making money, think about making a difference. Real satisfaction comes when your work improves lives and builds a stronger society.

And remember, instead of asking what Pakistan has done for you, ask yourself what you can do for Pakistan. When your ideas are tied to the needs of your community, you will not only create successful businesses but also create lasting change. The future belongs to those who mix innovation with compassion.