AVON, the global beauty brand that has always stood for women continues its crusade to prevent and fight Breast Cancer with its campaign Take a #BreastBreak. AVON kick-started the campaign in October by collaborating with India Runway Week to host an exclusive fashion show with designer Anupama Dayal with theme ‘Pink’ and a panel discussion with doctors and breast cancer survivors who spoke about the importance of conducting self-examinations, the prevalence of breast cancer in India and the importance of early diagnosis.
In continuation of the campaign, AVON tied up with colleges like Daulat Ram (Delhi University), and Vidya University (Meerut) where AVON representatives, along with an oncologist, spoke about the myths and facts on Breast Cancer. The brand also tied up with DLF Mall of India, DLF Promenade and DLF Cyberhub to bring about greater awareness. #BreastBreak pledge booths were set up where AVON representatives urged people to take a pledge to go for self-examination and take one of their loved ones for a breast check-up. The outer mall lightings were turned pink for the campaign and flash mobs were enacted to further reinforce the message.
“Statistics show that in India out of every 2 women newly diagnosed with breast cancer, one dies 1. We have been running the breast cancer awareness drive for three consecutive years now and our intention has not only been raising awareness but also equipping women with the knowledge of self-breast examination. All our endeavors with our current campaign are directed towards educating people about breast cancer and how dangerous it can be if not detected early,” said Swati Jain, Marketing Director, AVON India.
According to an AVON survey conducted in 2017, women often spend little time on their own preventative health, while traditional gender norms expect them to care of and prioritize the needs of family members, often, at the expense of their own health. Hence, AVON has launched the campaign and has activated its 5 million rep, equipping them with information and advice to ensure that they encourage women around the world to take a ‘Breast Break’.
The Avon Breast Cancer Crusade, which launched in 1992, has placed Avon and the Avon Foundation at the forefront of the fight against breast cancer. The second edition of AVON’s Pay Attention campaign, last year, travelled across 10 Indian cities teaching women to act well in time reaching millions of people.