Step Out Against Mammary Carcinoma

Keeping A-Breast 

By Earl D.C. Bracamonte 

October is Breast Cancer Awareness Month. Globally, women celebrate the month to help in combatting this life-threatening condition. The Philippine Cancer Registry lists more than 10,000 cases with a mortality rate of 40 percent, and the numbers go up annually. The Philippine Cancer Society recently declared breast cancer as the No. 1 cancer in the country. At present, the Philippines now holds the highest incidence rate of breast cancer in the Asian region and is considered to have the 9th highest incidence rate in the world. Avon Philippines president and general manager Mike Gudgin underlined the company's continuing commitment to the advocacy. 

“The cause that's closest to our heart is the breast cancer crusade. Simply because mammary carcinoma continues to be the leading cancer killer of women worldwide. Avon has donated $640 million globally to fund research and support women stricken with the disease.” As the foremost corporate advocate of the disease, Avon, through its annual Kiss Goodbye to Breast Cancer (KGBC) campaign, has continually created avenues for everyone to become part of the fight to save lives, and help provide access to care and support medically under-served women the world over. 

This year's KGBC event, 'Step Out Against Breast Cancer,' invites each and every Filipino to support the worthy advocacy in any of three ways. They may opt to join the annual walk events on Oct 3 at the SM Mall of Asia and SM Bacolod; Oct 10 at Avon Cagayan de Oro and SM Lucena; and Oct 17 at SM Baguio. By simply purchasing the Limted Edition KGBC shirt, a fraction from each piece sold will go towards the continued support of the PGH Breast Cancer Center and other selected provincial hospitals. Or, they can actually join the 5-km run, a new component of the campaign, which encourages the steadily growing community of runners in the country who actively show their commitment by participating at the aforementioned events.

For a registration fee of P500, individuals will receive the Avon KGBC Race Kit, which already includes a singlet, race number, and a token. Entrants may sign up for the run events at any of the participating locations, namely: Taft, Shaw, EDSA, Makati head office and Cagayan de Oro. The top three fastest runners for both male and female categories will receive fabulous prizes. Popular actress, model and TV host Iza Calzado, a spokesperson for the campaign since 2009, will once again participate in this year's walk/run event. 

A highlight of Avon's KGBC campaign that was launched locally in 2002, the Step Out Against Breast Cancer campaign invites everyone to actively take part in the fight against this life-threatening disease by joining any of the walk and/or run events events this month. Iza's passion for the advocacy stems from her growing awareness on breast cancer. “This disease claims thousands of lives every year, and today, it is the No. 1 killer of Filipino women. These statistics alone catch our attention, but the gravity of this truth really hits when you meet the actual people that comprise these numbers. 

“We should know by now that anyone can be a victim of this disease: mothers, daughters, sisters and friends. And knowing this, how could we just stand idly and watch as breast cancer causes the deaths of so many individuals? We always have a reason for doing things, and I think that our loved ones are the best reasons to join the Avon walk and run events,” the actress enthused. She adds that apart from this, educating oneself on the condition – from risk factors to symptoms – is a must. 

“It's best to read up and guard yourself by understanding the factors that can increase breast cancer risks, as well as knowing the signs and symptoms to look out for. Awareness and preventive measures are some of your best allies in the battle against mammary carcinoma.” 

At the end of the day, it boils down to a very important choice – a choice of watching from the sidelines, to taking a step forward and become part of the solution to a life-threatening problem. Iza calls on each and every Filipino to take action and step out against breast cancer. “Being involved in the Avon Kiss Goodbye to Breast Cancer campaign has been both an enlightening and touching experience for me. I've been lucky enough to not only meet and get to know some of the bravest women in the archipelago, but to actually find a way of helping them. If we all work together as one and move towards discovering the cure, it would make a world of difference.” 

On-line registration is also possible through the Avon KGBC website, http://avonkgbcphilippines.com, or simply visit ROX at The Fort and Royal Sporting House in Glorietta 4 for interested Metro Manila runners. Lastly, another way to support the cause is through the purchase of Avon Naturals' Water Lily and Aloe hand & body lotion. An amount from each bottle of lotion sold is earmarked for the breast cancer fund. The lotion, as well as the Limited Edition KGBC shirt, are available through Avon representatives. For more details and information on how to get in touch with a Avon lady, simply call the Avon Customer Helpdesk through 864-2900. 

Avon, the company for women, is a leading global beauty company, with almost $9 billion in annual revenues. As the world's largest direct seller, Avon markets to women in well over 100 countries through over six million independent Avon sales representatives. Aside from empowering women with meaningful earning opportunities and quality beauty products, Avon is also the largest corporate supporter of the breast cancer cause. Recently, Avon has announced reaching the new milestone of $640 million raised and awarded worldwide for access to care and finding a cure for the disease. Whether you choose to run, walk, or buy the fundraising product, your participation can make a significant contribution to the fight against breast cancer. Learn more about Avon, its products, its advocacy and meaningful career opportunities at www.avon.com.ph.