East London, 3 June 2025: Vincent Park Shopping Centre became a hub of hope and solidarity over the past weekend as it rallied the East London community behind the national “Your Cancer Counts” campaign, in collaboration with “Living with Cancer SA”. From 30 May to 2 June, the mall transformed a centre court near one of its busiest entrances to pay tribute to and support those affected by cancer.
The initiative, anchored by a striking giant ribbon statue gradually filled with tribute balls that were personalised by shoppers, brought hundreds of visitors face-to-face with the realities of cancer in South Africa and the power of collective support. Whether it was writing a loved one’s name, speaking to a grief counsellor, or learning about early detection from diagnostic experts, shoppers had various opportunities to participate in the campaign that prioritised both awareness and human connection.
On Saturday, local professionals from East London, including a registered dietitian, representatives from Radhiant Diagnostic Imaging and grief counsellor Amanda Bessinger with her team of social workers, gave informative talks and ran Q&A sessions. From nutritional support during treatment to guidance on mammograms and grief management, each speaker added value, arming shoppers with approaches to practical support and emotional care. The complimentary mammograms from Radhiant Diagnostic Imaging were a hit, with dozens of women leveraging the opportunity to access this early detection approach and take an important step toward proactive wellness.
South Africa’s first patient-led cancer registry formed the heart of this activation, and shoppers embraced this wholeheartedly, with hundreds of people affected by cancer adding their details to help contribute to the greater good. Local organisations involved in cancer support also hosted tables with resources and contact details, encouraging long-term community engagement.
“East London really showed up,” said Joseph Pasley, Centre Manager at Vincent Park. “We knew this was going to be a powerful few days, but the depth of emotion, the level of participation and the generosity of spirit from our community far exceeded our expectations. This became so much more than an activation. It was a powerful reminder that no one has to face cancer alone.”
Vincent Park’s activation was one of eight that took place across South Africa, as part of Old Mutual Property’s broader support for “Living with Cancer SA”. The initiative aims not just to inform but to create space for empathy, remembrance, and solidarity.
For more about the Living with Cancer initiative and how to register or support, visit livingwithcancersa.co.za. For more information on Vincent Park, its stores and promotions, visit vincentpark.co.za or follow the mall on social media instagram.com.