New Delhi, India, September 26, 2017: Avon, the women’s beauty brand bringing new dimensions to beauty, announced the launch of #PayAttention, an initiative that urges women to take up a breast self-examination because – Breast Cancer does not discriminate. Avon, as a brand strongly believes that the first step to empowerment is breaking barriers, by offering a path to financial independence and improved health and safety. Through the #PayAttention Campaign, Avon wants to educate women to take out less than five minutes every month to do a breast self-examination.
According to a recent report, lack of early diagnosis of breast cancer may kill 76,000 Indian women in a year by 2020. Breast Cancer is one of the most diagnosed type of cancer, amongst Indian women. In 2012, breast cancer claimed 70,218 lives, as per a study published in the Journal of Business Research. Additionally, breaking the myth that Breast Cancer only strikes older women, the average age of death from the disease has moved from a late 50 to an early 30.
Speaking on the occasion, Mr. Rahul Shanker, Managing Director, Avon India said “Avon is a company built by women, for women and it is our responsibility to bring real value to their lives beyond great products. Today, Avon is the leading corporate supporter of the Breast Cancer cause globally. Many of our representatives, around the world raise funds for breast cancer programs and also provide a global army of educators, offering information and raising awareness around the world.”
Swati Jain, Director of Marketing, Avon India added, “We are proud to be taking this meaningful cause to a local level while touching many lives affected by breast cancer. Globally, we have been supporting this cause for many years and will continue to pledge our support to battle breast cancer. This year, we aim to continue our efforts to educate women about breast cancer with the hopes of saving more lives.”
To achieve Avon’s mission to reach every Indian household, the brand has associated with The Indian Cancer Society, an NGO working to draw attention to preventive screening since 1983. With Indian Cancer Society’s support AVON will target thousands of Indian women who do not have access to health care, to educate them as well as enable them to perform a self -examination. Avon has also partnered with I-Congo to spread the word around the cause and ensure no stone is left unturned in their crusade.
Over the course of the next 60 days, Avon will conduct a series of nation-wide sessions with its representatives, students and key opinion leaders to reach out to Indian women and educate them to the threat of breast cancer to their lives. With the support of Indian Cancer Society and I-Congo, Avon wants to take this campaign beyond the Avon family to ensure every Indian home takes up this monthly ritual as a practice. To draw utmost impact, Avon along with Indian Cancer Society will also pilot mobile vans across Mumbai and Delhi while eminent doctors will organize screening camps in Kolkata.
For over 15 years, the Avon Breast Cancer Crusade has tirelessly worked to help prevent, treat, and ultimately eradicate breast cancer; placing Avon and the Avon Foundation for Women at the forefront of the fight against the deadly disease.