(Hong Kong, 7 May 2026) Ahead of Mother’s Day, and in honour of the selfless love of mothers, Prudential General Insurance Hong Kong Limited ("Prudential") and the Hong Kong Breast Cancer Foundation (the "Foundation") jointly elevate public awareness of breast health and the importance of early screening. To turn care into action, Prudential will provide two years of complimentary PRUChoice PinkShield breast cancer protection to individuals who undergo a mammogram through the Foundation with a result of BI-RADS 1 or BI-RADS 2. Through this commitment, Prudential hopes that as mothers care for their families, they too feel protected by their children and the wider community.
The latest figures from the Hong Kong Cancer Registry reveal an alarming trend. In 2023, new breast cancer diagnoses surged by 7.8% to 5,585 cases, which were equivalent to approximately 15 diagnoses each day. This represents a five-fold increase in the past three decades. Consequently, the lifetime risk of developing invasive breast cancer for women in Hong Kong now stands at 1 in 13, rising to 1 in 12 when carcinoma in situ is included. These statistics confirm breast cancer as Hong Kong’s second most common cancer for the second consecutive year1.
To address this pressing health challenge, Prudential has launched PRUChoice PinkShield to empower the public to take proactive steps for their health. This plan, designed for individuals aged 18 to 70 who are conscious of their breast health, covers all stages of breast cancer. From now to 13 August 2026, individuals who complete a mammogram through the Hong Kong Breast Cancer Foundation and receive a result equivalent to BI-RADS 1 or BI-RADS 2 can apply for this complimentary coverage within two months of their check-up. Should a policyholder later be diagnosed with breast cancer or carcinoma in situ, the plan provides a lump-sum cash payment of HK$100,000*, enabling the insured to manage daily expenses and focus fully on their recovery.
Dr. Yolanda Chan, member of the Hong Kong Breast Cancer Foundation's Management Committee, said: "Mammography is the international gold standard for breast cancer screening, with its efficacy rising to 94% when paired with ultrasound. Critically, statistics show that two-thirds of local breast cancer patients aged 40 and over had never undergone a mammogram prior to their diagnosis2, with even lower participation among women from lower-income backgrounds. I urge all women to adopt the 'indispensable three' from age 40: monthly self-examinations, alongside biennial clinical examinations and mammograms, to enhance early detection and improve treatment outcomes."
Connie Leung, Chief Executive Officer of the Hong Kong Breast Cancer Foundation, said: "Since our establishment in 2005, the Hong Kong Breast Cancer Foundation has been dedicated to promoting breast health education, screening, patient support, and research. To date, our Breast Health Centre has provided risk assessments and screening services to over 190,000 individuals, leading to the detection of nearly 2,800 breast cancer cases through mammography and ultrasound. We firmly believe that early detection is critical to treatment. Through regular screening, approximately 80% of breast cancers can be identified at an early stage (Stage 0 to I), where the ten-year overall survival rate is 95.7%. We are pleased that Prudential is accepting screening reports from our Breast Health Centre as part of its policy application process. We hope this will elevate awareness of regular screening and encourage more women to take this vital step in safeguarding their health."
Michael Han, General Manager of Prudential General Insurance Hong Kong Limited, said: "The claims data from Prudential Hong Kong Limited reveals that breast cancer, including carcinoma in situ, was the primary driver of critical illness claims last year, constituting 29.8% of all cases. To address this concerning trend, we are delighted to join with the Hong Kong Breast Cancer Foundation, underpinned by our shared mission to protect public health. At Prudential, we believe the essence of insurance transcends financial support—it is about safeguarding every step of the health journey. Early detection and regular screenings are associated with improved breast cancer survival rates. PRUChoice PinkShield is designed to encourage proactive health management by promoting regular checkups while providing robust protection, empowering individuals to live their lives to the fullest."
The enrolment period for PRUChoice PinkShield runs from now to 13 October 2026. The offer is limited and available on a first-come, first-served basis.
For more details about the plan, please refer to the product features and product brochure on Prudential’s official website.
Disclaimer
"PRUChoice PinkShield" is underwritten by Prudential General Insurance Hong Kong Limited. This document does not contain the full terms and conditions of this plan and is for reference only. For further details and the terms and conditions of this plan, customers can ask Prudential for a sample of the policy document. This document is for distribution in Hong Kong only. It is not an offer to sell or solicitation to buy or provide any insurance product outside Hong Kong. Prudential does not offer or sell any insurance product in any jurisdictions outside Hong Kong where such offering or sale of the insurance product is illegal under the laws of such jurisdictions.
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1 Data source: The Hong Kong Breast Cancer Foundation’s website, https://www.hkbcf.org/zh/media_centre/main/1336/
* The complimentary offer is limited and available on a first-come, first-served basis.
2 Hong Kong Breast Cancer Registry Bulletin, Isse 17
About Prudential Hong Kong Limited
Prudential has been serving the people of Hong Kong since 1964. Through Prudential Hong Kong Limited and Prudential General Insurance Hong Kong Limited, we provide a range of financial planning services and products including individual life insurance, investment-linked insurance, retirement solutions, health and medical protection, general insurance, and employee benefits to protect over 1.4 million customers in Hong Kong. In 2023, Prudential established its Macau branch to offer health insurance and financial solutions for the Macau community, completing its footprint in the Greater Bay Area.
Please visit www.prudential.com.hk for more information.
About Hong Kong Breast Cancer Foundation
Inaugurated on 8 March 2005, the Hong Kong Breast Cancer Foundation (HKBCF) is the first local non-profit charitable organisation dedicated to breast health education, screening, patient support, research, and advocacy. Founded by Dr. Polly Cheung together with patients, medical professionals and supporters who share a common mission, the Foundation adopts a comprehensive, evidence based approach to mitigating the threat of breast cancer in Hong Kong. Through raising public awareness, promoting early detection, supporting patients throughout their recovery journey, and advocating improvements in breast cancer prevention and healthcare policies, HKBCF strives to reduce breast cancer mortality and improve the quality of life for those affected.
HKBCF is not an insurance agent or broker of any insurance company and is not authorised to carry on any regulated activities under the Insurance Ordinance (Cap. 41, Laws of Hong Kong). HKBCF does not participate in the sales or distribution process of any insurance product and does not provide advice or make any representation in respect of any insurance product.
All benefits, terms, conditions, exclusions and underwriting arrangements of any insurance product are subject to the relevant policy documents issued by the respective insurance company.
