The Avon campaign #PayAttention and the activities conducted nation-wide, drew attention of not just doctors and associations, (Indian Cancer Society and I-CONGO) but also prominent celebrities and sportspersons such as Virender Sehwag, Rishi Kapoor, Diya Mirza, Sunny Leone, Diljit Donsanjh, Sonu Sood, Arjun Kapoor who picked up the Avon campaign message and shared on social media.
With their multi-year commitment to educate women about breast health that builds on its legacy of supporting the breast cancer cause globally, Avon India was one of the few brands that initiated a nation-wide movement for the cause. What started as a global promise took shape in a revolution mobilizing more than 10,000 Avon India representative urging people to #PayAttention to themselves. Why? – When Breast Cancer does not discriminate, why should we? It can happen to anyone- man or woman, young or old, smoker or non-smoker.
What followed was support from the esteemed Indian Cancer Society, I-CONGO – an amalgamation of people driving the nation to action and Dr. Mandeep S Malhotra, a driver of global change when it comes to prevention as against treatment. 70% cases are curable when detected early and the campaign touched more than a hundred million lives not just digitally but also on-ground with activities that spread across major centers including Chandigarh, Goa, Guwahati, Hyderabad, Kohima and Ranchi along with Delhi, Mumbai and Bangalore.
The campaign generated a total reach of 1092 Million – the biggest platforms being – 917 million over Facebook, 101 million impressions over twitter. #BreastCancer and #PayAttention are the top two hashtags in breast cancer awareness conversations in India. 12% of the total buzz around breast cancer between September and November was created by Avon breast cancer campaign, #PayAttention.
As a pre-cursor to the activity Avon surveyed more than 19,000 respondents across the Globe to assess awareness levels. The brand also launched a master video educating men and women on how they could spare just a few minutes to conduct a monthly ritual – a breast self-examination, the most economic preventive measure against Breast Cancer (the next one minute can save your life from the epidemic our nation faces – Breast Cancer, https://www.youtube.com/watch?time_continue=1&v=lUhR8TiJwcs).