As part of the breast cancer awareness campaign, the Rotary Club of Luque and Mercado Villa Sofía organised the event “Pink Sunset” on 5 November 2025. The event was an evening that combined fashion, music, and art with a charitable purpose, to raise funds for mammograms and breast ultrasounds for women in socially vulnerable situations. This event in the city of Luque, near Asunción, was organised as part of Pink October.
The Rotary Club is a global service organisation that brings together professionals and volunteers to create positive change in their communities.
Fashion and hope on the same catwalk
“Pink Sunset” offered an evening full of emotion and beauty. The runway featured professional models showcasing designs of fashion brands from: Mulher Dourada, Alejandra, Piccolina, María Laura Boutique, among others. They were accompanied by live music performed by violinists Steven Wu and Kike Álvarez.
The show also included the special participation of outstanding women from Luque society and members of the Rotary Club. As well, a group of cancer patients supported by the organisation, who were honoured as symbols of strength and hope.
“Last year, we funded 249 mammograms, exceeding our goal of 200, along with several ultrasounds,” explains Carmen Borja, President of the Rotary Club of Luque. “This year we hope to match or surpass that number, reaching even more women in need.”
A joint effort for the community
The event was made possible thanks to the collaboration of local companies, institutions, and organisations joining the cause. The official sponsor was Grupo Cartones Yaguareté, with partners including Alta Management, TM Rentals, and the Luque City Council. Additionally, FM Azul y Oro, Luque Noticias, Interact Luque, Rotaract Luque, Damas Trabajando por Luque, and the Ladies’ Committee of Club Sportivo Luqueño.
Another highlight of the charitable cause was, the donation received from the U.S. based company American Breast Care. They provided external breast prostheses to be distributed among women who have undergone mastectomies due to breast cancer.
Supporting women on their journey to recovery
Rotary Club member David Pane: “These are external devices that women can wear to simulate a breast, helping them regain confidence and self-esteem.” He emphasised the importance of continuing this initiative, noting that “it is a beautiful project.”
This gesture shows how the community not only national, but also international comes together to raise awareness and support women on their journey to recovery.
Beyond the sponsors and partnerships, what truly stood out was the sense of unity and generosity that surrounded the evening. For Carmen Borja, this collaboration goes straight to the heart of Rotary’s mission.
“The feeling is simply wonderful. Every year we surpass our goals and reach more women. It is a joy that has no name serving your community and giving something to women who might need your help. Today it is them, tomorrow, it could be us.”
Breast cancer awareness
The Rotary Club of Luque promoted the initiative to raise awareness of the importance of early detection of breast cancer, the most effective way to reduce mortality from the disease.
Breast cancer remains the most common type of cancer and the leading cause of cancer related deaths among women worldwide. Initiatives such as “Pink Sunset” not only raise funds but also aim to encourage preventive health checks and community awareness.
“Life can change in the blink of an eye”
“The most important message is to love ourselves and take care of ourselves,” emphasised Borja. “We often think nothing will happen to us, but life can change in the blink of an eye. Once we reach the right age, or if we have a family history, we must get checked, and not just take the test, but follow up with the results.”
With initiatives like Pink Sunset, the Rotary Club of Luque reaffirmed its commitment to health, prevention, and community service, proving that collective effort and compassion remain powerful tools in the fight against breast cancer.
