All October long, a wave of pink moved across American University of Sharjah (AUS), from café counters to studio halls, from engineering labs to business classrooms. What began as a student-led idea, the Bound by the Ribbon campaign became a campuswide movement to fuel an AUS-developed targeted breast cancer therapy now undergoing in vivo testing.
With every pink-themed purchase and contribution at campus pop-ups, the AUS community raised AED 106,000 to support the next phase of research focused on delivering chemotherapy precisely where it is needed while sparing healthy tissue.
Shaima Bin Taliah, Vice Chancellor for Student Experience at AUS said,
“This campaign shows what happens when student energy meets an important purpose. Our community did not stop at awareness, it asked how to turn solidarity into science. By making giving effortless and meaningful, we are helping to move research forward where it counts, toward better outcomes for patients.”
Students Lead the Change
Throughout the month, campus outlets introduced special pink-themed items and directed profits to breast cancer treatment research led by Dr. Ghaleb Husseini, Associate Vice Chancellor for Research and Professor of Chemical and Biological Engineering.
The initiative was co-organised by the AUS Student Council, Student Association of Foreign Affairs (SAFA) and the Office of Advancement and Alumni Affairs in partnership with all four colleges and the Emirati Cultural Club, weaving awareness, education and philanthropy into the rhythm of campus life.
Qusai Al Tah, computer engineering student and President of the AUS Student Council said,
“From the first brainstorm to the final activation, students led the way. This was more than a campaign, it was the beginning of a legacy—a collective vision of unity and purpose, bringing creativity, compassion and community together under one cause, backing research that can change how patients experience treatment.”
Community Celebration and Expert Insights
The campaign culminated in a community gathering on 28 October celebrating people and impact. The AUS Student Council opened the programme, followed by reflections from SAFA.
The event featured a panel discussion with Dr. Houriya Kazim, the UAE’s first female surgeon, moderated by Tala Ali, a computer engineering student and Campus Services Coordinator for the AUS Student Council. Dr. Kazim discussed her work and shared inspiring stories of survivors she has encountered.
Dr. Husseini then delivered a TEDx-style keynote connecting laboratory innovation to patient hope. The event closed with recognition of contributors and a campus tour showcasing how support translates into action across AUS.
Advancing Research Through Community Support
Building on years of AUS innovation and two United States patents recognising the platform’s ultrasound-activated antibody-guided chemotherapy delivery concept, Dr. Husseini’s team is advancing targeted systems designed to concentrate therapy at the tumour site while protecting healthy tissue.
Funds raised through Bound by the Ribbon will support the remaining preclinical testing required to validate and optimise this approach for real-world use.
Dr. Ghaleb Husseini, Associate Vice Chancellor for Research and Professor of Chemical and Biological Engineering said,
“Our vision is simple: make treatment smarter and gentler. With AUS standing behind us, we are in the process of completing our critical preclinical testing and moving our targeted approach another decisive step toward patient care.”
Partnerships that Drive Impact
Sharjah Islamic Bank sponsored the initiative, while Kamin, a UAE-based contemporary abaya and lifestyle brand, supported the campaign in a collective push for community health and UAE-driven research.
On this occasion, Jassem AlBlooshi, Head of Strategic Management at Sharjah Islamic Bank, said:
“Sharjah Islamic Bank is committed to extending its social responsibility to the fields of health, education and empowerment, in line with its vision of building a cohesive and sustainable society that balances human values with economic progress. Our main sponsorship of the ‘Bound by the Ribbon’ initiative, organised by AUS in conjunction with Breast Cancer Awareness Month, reflects this commitment and reinforces our deep belief in the importance of promoting health awareness, encouraging a culture of early detection and strengthening preventive practices as the first line of defence for community well-being.”
He added:
“The Bank’s support for such community initiatives is not merely a corporate duty, but a genuine expression of our conviction that people are the core and ultimate goal of development. Protecting their lives and health is a shared responsibility we all bear. Through our ongoing partnerships with academic and community institutions, we continue to work toward building a more conscious, healthier society—one that preserves both hope and life.”
Empowering Future Changemakers
AUS provides platforms for students to lead, learn and connect, combining mentorship, skills development and industry exposure within student organisations. Joining these groups accelerates growth and keeps community-focused initiatives advancing.
To learn more about opportunities to get involved, visit
Further Reading:
- AUS Students’ Shaheen Project Earns Global Recognition for Desert Rescue Innovation
- AUS Ranked Among World’s Top 10 Universities for Sustainability Curriculum and Research
- AUS partners with Group AMANA to drive student development through Al Nukhba Programme