• Social action

At Fundación Telefónica we are joining World Breast Cancer Day by changing our blue T-shirts for pink ones to highlight the importance of medical research in the fight against this disease.


2022 will go down in the history of medical research for being the year in which the first assisted breast cancer surgery between Spain and Portugal was performed in Granada. A milestone made possible thanks to technology, specifically 5G and augmented reality.

The milestone of the first assisted breast cancer surgery between Spain and Portugal is an example of how research is vital to continue advancing in the fight against breast cancer and improve the lives of people who suffer from it.

On World Breast Cancer Day, at Fundación Telefónica we want to join the ‘Pink is more than a colour’ campaign of the Spanish Association Against Cancer (AECC), to make visible everything that has been achieved with the international pink movement and what still needs to be done.

To raise awareness of the capacity of technology as a tool to improve – in this case, also to save – people’s lives.

The pink movement that is celebrated around the world every 19 October has also reached the Telefónica District.  At the Telefónica Group’s Madrid headquarters, the entire team wore pink T-shirts. Yes! Today, hundreds of people from our Volunteering and Social Action team and employees from the group wore the solidarity T-shirts of the Spanish Association Against Cancer (AECC) to celebrate a day of awareness and to remember that:

  • Behind this movement, there is a lot of research, support and awareness.
  • As a result of health and research work, the survival rate for breast cancer is over 85%.
  • Behind the pink are also the patients and their families, with their needs, their concerns and their experiences. People who face the great social, occupational and emotional impact caused by this disease.
  • There is still much to be done because there are still inequalities that affect women with this type of tumour, such as those diagnosed with metastatic breast cancer. They have a survival rate of around 25% and account for between 5% and 6% of breast cancer diagnoses.

But, despite the great achievements, it is necessary to continue, as it is a long-distance race…

For this reason, the AECC, through this campaign, makes visible the great advances achieved thanks to the pink movement, in prevention, diagnosis and treatment, but also wants to make clear the need to continue promoting research and raising awareness in society so that it does not stop supporting this movement.

Pink is more than just a colour and technology, its ally
Pink is more than just a colour and technology, its ally