Elena Constantinou Riri, Director of Marketing and Public Relations at Alpha Bank Cyprus, talks about the bank adopting the “Walk with the Pink Silhouettes” by Europa Donna Cyprus initiative and the social message of this year’s walk, which was held in Nicosia on 4 October.
Nicosia was once again flooded with pink silhouettes and messages of hope during the traditional ‘Walk with the Pink Silhouettes’ of Europa Donna Cyprus. This year, Alpha Bank Cyprus adopted the event. What message does this partnership convey?
The “Walk with the Pink Silhouettes” is an institution that has left its mark on Cyprus for the past 21 years. Each silhouette and each participant represents a personal story, a human life. For Alpha Bank Cyprus, adopting the walk signifies our decision to link our banking presence with an initiative that enjoys universal acceptance and has a strong social footprint.
It is a conscious choice: we want to be part of an effort that unites society around important messages—prevention, early diagnosis, and support. Through our collaboration with Europa Donna Cyprus, built on consistency and shared actions, we reaffirm our commitment to stand by people and to support initiatives that make a difference in quality of life.
This year’s participation was massive once again. How did you feel about the public’s growing support for the event?
This year’s response filled us with emotion and optimism. Each year, the walk grows—not only in numbers but also in spirit. Seeing thousands of people—women, men, and children—walking together, holding pink silhouettes, and sending out a common message of life is deeply moving. The massive participation is the most meaningful proof that society embraces initiatives with real value. It confirms that the message of prevention has taken root, and that together, we can help build a more informed and compassionate society.
How did the staff of Alpha Bank embrace this initiative? Do they usually take part in such activities?
The staff of Alpha Bank actively participates in many corporate responsibility actions supported by the Bank. This year, the walk coincided with the transfer of AstroBank’s banking operations to Alpha Bank Cyprus. This brought together people from both Alpha Bank and AstroBank, walking side by side for a cause that concerns health and prevention. This union of forces took on a social dimension. The image of this joint walk captures our vision of serving growth with respect for people—because the true strength of a bank lies in its people.
This year’s walk ended at the Alpha Bank Cyprus building. What was the message behind this choice?
Choosing our branch on Stylianou Lena Street held special meaning. We wanted our building to be an open and welcoming space that radiates optimism and expresses our values. By ending the walk there, we sent a message that Alpha Bank Cyprus can be a point of reference for society—a place of hope and collective strength.
This year’s event stood out for its massive turnout; the streets were filled with smiles, voices, and solidarity. That image showed us that society supports initiatives with genuine purpose—and that gives us the strength to continue.
Are there other initiatives planned for October, which is internationally recognized as Breast Cancer Awareness Month?
The walk was only the beginning. Throughout October, Alpha Bank Cyprus continues with a series of initiatives and actions that engage our staff and spread the message of prevention across Cyprus. Our people are the first ambassadors of change—change that begins within us. And when this attitude is accompanied by consistency, it becomes culture.
Alpha Bank Cyprus proves that the role of a bank can extend beyond financial boundaries to touch the social pulse—contributing through action to a society that is more informed, more compassionate, and stronger.
