Hawaiian Airlines announced it is promoting breast cancer awareness and raise funds for education and research through a new "Time is Precious" partnership with watchmaker Fossil to support ’Imi Hale, the Native Hawaiian Cancer Network.
In observance of Breast Cancer Awareness Month, co-branded Hawaiian Airlines/Fossil watches featuring a pink ribbon design will be available for purchase from October 15 to October 31 aboard Hawaiian flights between Hawaii and North America, Australia and New Zealand. The limited-edition watches may also be purchased through the Hawaiian Airlines online logo store.
Sales proceeds will be donated to ’Imi Hale Native Hawaiian Cancer Network, a community-based health network dedicated to cancer prevention and healthcare access among native Hawaiians and Pacific Islanders.
“We are extremely proud to help raise awareness of a life-threatening disease that touches the lives of so many people in our community,” said Debbie Nakanelua-Richards, director of community relations at Hawaiian Airlines, in a written release. “In doing so, we couldn’t think of better partners than Fossil, a champion of cancer awareness nationally, and ’Imi Hale, which has worked tirelessly to help our ‘ohana, the larger family of our island home.”
The idea for the partnership originated from Hawaiian Airlines employees, some of whom have been personally affected by breast cancer, as a way to raise awareness about the disease and support research. The watches, offered in pink or gray for $95, are housed in a custom tin case adorned with an airplane graphic, along with the word Hihahiwa (precious) – a reminder of the beauty of time and that every moment should be treasured.
The ’Imi Hale Native Hawaiian Cancer Network has trained more than 200 people to serve as “Cancer Patient Navigators” who assist patients with timely access to education, treatment and support services, said JoAnn Trask, ’Imi Hale project director.
“I lost my parents, grandmother and aunt to cancer and as a cancer survivor myself, I know how hard it is to get through the healthcare system,” said Jacqueline Nalani Perreira, cancer survivor and cancer patient navigator. “Every cancer patient should have someone to help them through the rough waters of cancer care and I am now privileged to be that helper, supporting patients and their families.”