Background - Whether you’re a victim, a survivor, or know someone who has been, breast cancer has touched each of our lives, and changed the course of many. Truth is, we neither know enough, or do enough about it. Research shows breast cancer is the most common female cancer worldwide. One in every 28 women is likely to be diagnosed with this disease in their lifetime, and the incidence of breast cancer is only rising amongst younger women.

Brief - Avon, a global beauty, household, and personal care products brand, has always been a pioneer in championing women’s causes and social issues around the world. With the brand’s core belief in Beauty for a Purpose, Avon wanted to launch a crusade against breast cancer to leverage the spike in conversation around Breast Cancer Awareness Month and educate women and spread awareness on the issue. The brief was simple: break the clutter of ‘pinkwashing’ that takes over October and drive home a serious message - Breast cancer does not discriminate. It could happen to anyone.

Encompassing the Audience

Energize: Hosted an event with survivors, media, doctors, NGOs, and celebrities to spread the word. 100 celebrities joined without any fee.

Enpape. Launched a microsite - avon-payattention com, featuring a demonstrative video - info on breast self-examination. We triggered conversation via Facebook, Instagram and Twitter to inspire larger participation.

Activate: Deployed Medico Vans, conducted 10,000 free breast exams and organized a marathon. On-ground engagements covering cities - Chandigarh, Goa, Guwahati, Hyderabad, Kohima, Ranchi, Delhi, Kolkata, Mumbai and Bangalore.