WITH COVID-19 deflecting attention and making breast cancer treatment or scheduled professional checks challenging, Avon is building vital awareness on breast health checks via a series of digital and offline activations and through its five million-strong beauty sales representatives around the world.
In Malaysia, Avon launched #WatchForChange and #BoobWatch campaigns through a TikTok Dance Challenge to highlight the importance of breast self-examinations and the SpeakCup campaign on Instagram to spark social conversation on breast health and when to take action.
Since 1992, Avon Malaysia has been relentless in its efforts to raise breast cancer awareness through grassroots education, screenings for the underprivileged and funding towards non-governmental organisations (NGOs).
“With the current pandemic, raising breast cancer awareness is becoming increasingly critical as many of us may have put breast cancer screening on hold,” Avon Cosmetics (Malaysia) Sdn Bhd general manager Tan Mei Yen pointed out.
“Hence, our focus is on creating and amplifying engaging digital content to ensure both women and men are empowered to watch for change when it comes to breast cancer and know how to take action.”
As part of its #WatchForChange campaign, Avon Malaysia teamed up with local influencers such as Syazlin Zainal, Nurin Afiqah and Batrisya for a TikTok inspired dance tutorial that encourages people to check their breasts regularly and calls on viewers to share the video with at least two friends to help raise lifesaving awareness.
Meanwhile, the SpeakCup campaign is a series of videos by Miss World Malaysia 2019 Alexis SueAnn and Miss Universe Malaysia 2020 Francisca James who share their testament to empower viewers who might not have considered doing a regular check to do so.
To further support the cancer community, Avon Malaysia also contributed RM20,000 to the National Cancer Society Malaysia (NCSM) which will enable 35 underprivileged women with a positive mammogram test to undergo a FNAC/core needle biopsy procedure. – Jan 11, 2021