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Avon launches PayAttention for breast cancer awareness
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, 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.
Aditi Rao Hydari, Brand Ambassador, Avon India said, “I am glad to be associated with Avon India and their campaign to support breast cancer awareness. I have always believed in the brand ethos of “Beauty with a Purpose” and for me beauty always has a purpose in terms of saving lives and making a difference.
With this initiative, we urge women & men to spend a few minutes to #PayAttention to themselves through a breast self-examination. With knowledge, we can win the battle against Breast Cancer. Few minutes every month can help you detect early symptoms and early detection is early cure.”
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.
