Illuminating lives: Bristol Myers Squibb's commitment to community impact

At Bristol Myers Squibb (BMS), we believe in the power of science to transform patients’ lives. As a leading global biopharmaceutical company, our mission extends beyond discovering, developing, and delivering innovative medicines. We also recognise the critical role of public awareness in addressing serious diseases and improving patient outcomes.

Our journey in UAE in raising awareness began with an unforgettable moment: lighting up the Burj Khalifa in red to mark International Thalassemia Day, a bold statement to bring attention to a condition affecting many in the region. This initiative was the first of many, as we expanded our efforts to reach broader audiences through innovative and impactful campaigns.

Our deep-rooted presence in the GCC over the past four decades has given us a profound understanding of the region’s healthcare challenges and cultural landscape. These insights drive our approach, allowing us to design awareness initiatives that truly resonate with local communities, empowering them with knowledge and fostering healthier futures.

Our awareness campaigns have evolved into multi-platform engagements. We collaborated with patient support groups and influencers, including Egyptian actress Amina Khalil, to amplify awareness about Thalassemia. In the UAE, we partnered with leading media outlets such as Gulf News, featuring a podcast with Dr. Maryam Darwish from Sheikh Khalifa Specialty Hospital, further strengthening public education about Thalassemia.

In Saudi Arabia, we leveraged cutting-edge technology to make health education more interactive. A dynamic lung cancer awareness campaign at Boulevard Riyadh — one of the most visited zones during Riyadh Season — featured a motion-activated digital screen displaying key information on lung cancer risks and early detection. With over a million visitors, the initiative not only captured attention but also inspired meaningful conversations around healthier lifestyle choices.

At BMS, our commitment to patients goes beyond medicine. It is embodied in our annual Global Patient Week (GPW), a global initiative dedicated to celebrate and support our patients around the world.

In the UAE, the 10th edition of GPW featured our fourth annual “Help Save a Life” blood donation drive, in partnership with the Emirates Thalassemia Society and Dubai Science Park. This initiative reinforced the crucial role of blood donation in treating blood disorders, bringing communities together for a common cause.

Meanwhile, in Saudi Arabia, we partnered with the Sheryan Society to host an engaging puppet show for children living with thalassemia in Jazan. Through storytelling and play, we provided young patients with moments of joy and empowerment, demonstrating our dedication to improving lives beyond scientific innovation.